I just.. hold on.
2. Sometimes I come up with multi-million dollar marketing plans in the shower.
Remember when you used to be able to just use face wash? But now “facial care” is a 3 step process: 1. Exfoliate, 2. Clean, 3. Moisturize. You need 3 products. (We’ll ignore the fact that I’m pretty sure Dermatology has taught me that exfoliating is a gigantic waste of time, money, and protective layer of stratum corneum cells.)
(Oh, also, I totally have my Dermatology test in 2 hours. You can tell it’s real important to me.)
We could do the same thing for the haircare industry – increase profits by 33%. After all, does anyone only buy shampoo, or only buy conditioner? No. We need a 3rd product everyone has to buy. (And by “we”, I mean “the haircare industry, if I was involved and got a payday out of this”.)
The Commercial: “If you’re only using Shampoo and Conditioner, you’re missing out on a crucial 3rd step. Take a look at any shower in France, and you’ll find a 3rd product – Pre-Conditioner.”
The actual name of the product isn’t important. It just has to have a vaguely plausible sounding scientific gimmick like “providing a surface for conditioner to fully enter the hair shaft – because without it, conditioner only sticks to the outside and is mostly rinsed away!” (Since 90% of the scientific stuff in hair commercials is made-up, this should be legally ok.)
If I were in charge of this ad campaign, I’d pin this “secret” on the French, because – at least in America – we seem to be willing to believe anything about the French, including that they’re all skinny and effortless. Perfect hair goes with the territory.
If the hair-care industry successfully plant the seed of doubt in people’s mind that shampoo and conditioner are not enough, they could get $6 out of most of the women in the USA, and probably half of the men. Millions of dollars.
No, I don’t know how tongue-in-cheek this idea is. I hope you don’t either.