Sebamed stresses on science over ‘recommendations’ for anti-hairloss shampoo

After recently being at the epicentre of the ‘soap wars’ against HUL, Sebamed has unveiled a new campaign, this time for its anti-hair loss shampoo. The film, featuring actor Aahana Kumra, stresses the need for consumers to believe in science over film stars, friends and relatives while choosing shampoos. The Womb has conceptualised the campaign.

 

The TVC shows Kumra hurling her bottle of shampoo at the wall. Two other people follow suit. The voiceover says, “While choosing a shampoo, don’t listen to your sister, friends or anyone else, and especially not to, film stars. Only listen to science.” The film then cuts to a ‘doctor’ explaining why Sebamed shampoos work better over other products.

Konark Gaur, head of marketing, Sebamed India said, “Sebamed is committed to truthful advertising and delivering on the promises it makes to its customers. We listened to the consumers’ frustration in the Anti-Hair fall shampoo category and discovered a gap between promise and delivery. Through this campaign, Sebamed promises to fill this need gap through its science-based Anti-Hair Loss shampoo which not only reduces hair breakage but also strengthens the roots.”

Navin Talreja, co-founder, The Womb, said, “After Sebamed’s success in the bathing bar category, it was time to build on its personal care range with Shampoos that are efficacious, and science backed with their core differentiator of pH 5.5. Hairloss is a big consumer pain point, yet consumer knowledge around Breakage Vs Hair Loss is limited. Through this campaign, the intent was to educate consumer of the difference between the two and solve the real problem of hair-loss with its unique/patented NHE formula.”

Suyash Khabya, creative head, The Womb, added, “Through the film, we wanted to showcase the frustration and challenges that consumers face with what’s in the hair care market currently. If you ask any consumer you know, they will tell you the same story. While capturing this sentiment, we wanted to play into Sebamed’s legacy of educating the consumer with science, and how they can find optimum solutions instead of getting swayed by claims.”

 

The film was published on social media on 22 March.