Psychographics Appeal

Brainstorming Ideas of Products:
- Hair straighteners
- Exfoliating Scrub
- Hair Dryer
- Washing-up Liquid
- Shower Gel
- Perfume
- Moisturizer
- Hair Conditioner
- Deodorant
- Cat/Dog Food
- Shaving Gel
- Shampoo
- Trainers
- Toothpaste

I narrowed my brainstorm down to 4 products that I researched. These products were hair conditioner, shampoo, toothpaste and moisturizer.

SHAMPOO: Shampoo cleans hair by stripping away sebum which is an oil secreted by hair follicles to protect hair from damage, however it is prone to collecting dirt, scalp flakes and styling products. Shampoo is not needed by the hair to keep it healthy, however it does keep hair temporarily clean and healthy-looking. Amino-acids, pro-vitamins etc have no permanent effect on the health of the hair strand, however, contrary to popular belief, hair cannot absorb them so if they are allowed to absorb into the scalp, they can make the growth of new hair healthier and will have a visible effect if used for long-periods of time.

TOOTHPASTE: Toothpaste, when used in conjunction with a toothbrush is shown to be effective in maintaining healthy teeth and gums and use after meals is encoouraged in most or all developed countries. Striping of toothpaste has no functional benefit to the consumer and is simply used as an alternative appearance to the toothpaste. Fluoride is proven to prevent cavaties in the teeth and is used in most, if not all, toothpastes.

CONDITIONER: Conditioner is not needed by the hair. It is made with ingredients such as light-reflecting chemical, thermal protectors, detanglers, acidifiers and lubricants to make hair more glossy, soft and managable.

MOISTURIZER: Moisturizer is not needed by the skin and beauty experts simply recomment it to improve skin tone, mask imperfections, protect sensitive skin and prevent and treat dry skin. Used solely for cosmetic reasons.


I then made a short narrative for an advert for the product, "Star's Conditioner". It started with a woman with unruly, messy hair, looking grumpy and unattractive. You then see a man with a disgusted expression on his face because of the womans unruly and out-of-control hair. The product, the conditioner, then appears on screen with the sound of a "BING!" and a woman is shown washing her hair in the shower with the conditioner and strategically placed steam!! The top of her head is then shown with the conditioner being poured onto her head and the ingredients such as light-reflecting chemicals and moisturizers are shown. An image of hair without the conditioner vs the hair with conditioner comes up with the hair with the conditioner being shown in much better condition than the hair without. The woman is then shown brushing, drying and styling her hair with ease and a happy expression on her face and once her hair is finished, she is portrayed looking a lot better than she previously did at the beginning of the advert. The end shows the backs of the woman and a man holding hands and the long-luscious hair of the woman is shown cascading down her back. The conditoner bottle is in the bottom right corner of the screen with the slogan, "GET EXACTLY WHAT YOU WANT"


My advert suggests getting exactly what you want with effortless styling and managability of the hair but also getting the man you want also. My target audience for this was single, heterosexual women in their early 20's to early 40's and my line of appeal is the suggestive sexual success of using the conditioner.