Nuggela and SulE: Successful shampoo with a cosmeceutical approach built on alternative "natural"-based therapies

Nuggela and SulE: Successful shampoo with a cosmeceutical approach built on alternative "natural"-based therapies

Code: ML-ML00022-013 | Published: Apr-2016 | Pages: 21 | MarketLine
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Nuggela and SulE is an onion shampoo sold in Spain. Since its launch in 2014, it has enjoyed great success. This case study looks at how this shampoo differs from more mass-market traditional brands, analyzes the reasons for its success, and provides an insight into the changing behavior of Spanish consumers when purchasing products like shampoo.

Key Findings
Understand the characteristics of Nuggela and SulE shampoo.

Discover how Nuggela and SulE succeeds with its innovative cosmeceutical approach.

Learn from this intelligent strategy and understand further opportunities in the haircare segment.

Reasons To Buy
What is Nuggela and Sule and how does it differ from traditional shampoos?

How has the company tapped in to the trend for natural products?

What marketing strategies does the company employ?

Key Highlights
Nuggela and SulE is inspired by traditional remedies based on the use of onion juice for haircare. It is sold as a "natural" shampoo and as a complete haircare treatment to stimulate growth and increase shining and softness.

The product brings a traditional remedy to shampoo at a time when alternative "natural" remedies are on the rise in Spain. Online marketing activities, mainly based on beauty bloggers, have helped to increase brand awareness and influence consumers purchasing decisions.

Natural" therapies together with alternative "health-enhancing" formats are on the rise, and therefore offer a good opportunity for cosmetic companies to capitalize. Online marketing strategies are essential to new product launches and should be a significant part of marketing budgets.

Table of Contents

Onion shampoo enjoys great success thanks in part to professional distribution
Inspired by nature and ancient traditions, with clear benefits
A professional solution with an elevated price
Strong PR campaign focused on beauty bloggers
A clear success only one year after its launch
Taps into "natural" trend, concerns about image and exploits online recommendations
Clear benefit capitalizes on consumers personal image concerns
Spanish consumers show clear preference for "natural" beauty products
Ancient remedies and alternative therapies growing in Spain
The product was backed by a professional approach to convince consumers of its quality
Success based on the power of online recommendations
Cosmeceutical approach, natural claims, and internet marketing keys to success in beauty sector
Cosmeceutical approaches may stimulate growth
"Natural" concepts support a more premium, profitable approach
Internet marketing strategies a must for new product launches
Traditional remedies an important avenue of future product development
Further Reading
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List of Figures

Figure 1: A "natural" composition based on three main ingredients
Figure 2: Finalist at Cosmetic and Pharmaceutical Awards 2015, organized by Correo Farmaceutico
Figure 3: YouTube channel from Farmacia Morlan (Morlan Pharmacy) recommending the use of the shampoo
Figure 4: Nuggela and SulE advertising and its impact
Figure 5: Example favorable review by shampoo users
Figure 6: Spain: Use of anti-aging products targeted at scalp/hair, 2014
Figure 7: Consumers who think the following marketing claims would encourage them to buy a product in the beauty and grooming sector (%), 2015
Figure 8: Spain: market value growth in the segment of traditional medicine ($m), 2011-16
Figure 9: Spain versus European average: market value growth ($m) in traditional medicine, 2011-16
Figure 10: Spain: "How trustworthy do you consider endorsement of cosmetics/toiletries made by professional associations to be?", 2013
Figure 11: Spanish shoppers show preference for healthy formats and products
Figure 12: Spain: consumers who are concerned about the presence of chemicals in beauty grooming products (%), out of those who expect to increase their spend on beauty products, 2014

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