Kumarika: Revolutionizing the Hair Oil Market
In early 2023, Kumarika, a leading brand in the hair oil category, found itself facing a formidable challenge: declining sales amidst a shifting consumer landscape. With people increasingly turning to homemade or unbranded hair oils, the brand needed to reinvent its approach to remain relevant in the market.
Understanding the Challenge
The decline in sales of branded hair oils was driven by several factors, including economic inflation and shrinking disposable income. Moreover, among younger consumers, the ritual of hair oiling was not firmly established, leading to a decline in the perceived relevance of the category. This trend resulted in significant volume degrowth across the entire branded hair oil segment.
Unlike essential items such as soap or toothpaste, branded hair oil was not considered a necessity by the majority of Sri Lankans. Many still relied on unbranded coconut oil for their hair care needs, posing a considerable challenge for Kumarika as a market leader in the branded hair oil category.
Repositioning Kumarika: A Strategic Approach
To address this challenge, Kumarika adopted a strategic approach centered on highlighting the unique benefits of its product offerings. Recognizing that consumers viewed hair oiling as a basic daily habit and perceived all hair oils as interchangeable, Kumarika aimed to differentiate itself by emphasizing the richness of its natural ingredients.
The Concept: Simplifying Hair Care
The core idea behind Kumarika’s campaign, titled “How Many Ingredients Must I Use to Nourish My Hair?” was to showcase the simplicity and efficacy of its hair oil compared to homemade remedies. By highlighting the stress and effort involved in sourcing, processing, and applying raw ingredients for homemade therapies, Kumarika positioned itself as a convenient and superior alternative.
Emphasizing Natural Ingredients
Central to Kumarika’s campaign was its range of natural ingredients, carefully formulated to nourish and strengthen hair. By drawing attention to the comprehensive blend of ingredients present in Kumarika hair oil, the brand sought to justify its price premium and differentiate itself from competitors.
Creative Execution
The campaign creatively depicted the hassle of sourcing and preparing homemade hair remedies, contrasting it with the ease and convenience of using Kumarika hair oil. Through digital and film media assets, Kumarika effectively communicated the message that everything needed for healthy hair was readily available in a bottle of Kumarika.
Impact and Results
Published in Sri Lanka in September 2023, the “How Many Ingredients Must I Use to Nourish My Hair?” campaign garnered significant attention and resonated with consumers seeking simplicity and efficacy in their hair care routine. By emphasizing the value of its natural ingredients and highlighting the convenience of its product, Kumarika successfully repositioned itself in the market and revitalized consumer interest in branded hair oils.
Conclusion: A Transformative Campaign
Kumarika’s innovative campaign not only addressed the challenge of declining sales but also redefined the brand’s positioning in the hair oil market. By leveraging the power of natural ingredients and emphasizing simplicity and convenience, Kumarika demonstrated its commitment to meeting the evolving needs of consumers and solidified its status as a trusted leader in hair care.
