Competitive analysis of dry shampoo brands and market positioning

Direct Competition

Suave Keratin Dry Shampoo

Suave is also owned by Unilever, like Tresemme. Suave dry shampoo comes in three different forms. These are Dry Shampoo Spray, Waterless Foam Shampoo and Dry Conditioner. The first two are direct competitors for Tresemme products, and the first is the main competitor in the dry shampoo market. Suave Dry Shampoo Spray is available for $2.89 on Amazon for a five ounce container, compared with $3.74 for a 5.7 ounce container of the equivalent Tresemme product, Fresh Start Waterless Dry Shampoo. Suave was positioned for several years as a discount brand, but has in recent years been repositioned as a quality brand (Clements, 2013). While it appears to target a different demographic -- families -- Suave has a similar price, positioning and quality level to Tresemme.

L'Oreal

The L'Oreal brand is the namesake brand of the Paris-based L'Oreal Group. The company has one dry shampoo, Everstyle Texture Series Energizing Dry Shampoo, which is priced at $9.95 for a 3.4 ounce container on Amazon (2013). The company's target market for consumer products is teenagers and young women (Cooly, 2010). The pricing for this product indicates that it occupies premium positioning relative to Tresemme, despite its target market being a younger demographic. The implied quality is higher, as well, though there are no customer reviews to confirm this theory.

Batiste

Batiste has a wide range of dry shampoo products available, including Original, Dark and Deep Brown, Blush Hair, Blush Floral & Flirty, Tropical, a Hint of Color, and more. The Original is priced on Amazon at $8.45 for a 5.05 ounce container and the specialty products in the line are typically priced at a premium to this. The company is independent and British (Batiste.com, 2013), specializing in dry shampoo as its primary product. Positioned as mass market, Batiste appeals to a wider range of customers than most dry shampoos, in part due to its broader product range. Customer reviews on Amazon (2013) are substantially more positive for Batiste Original than for anything. Its marketing appears to place it in direct competition with Tresemme as a quality brand at an affordable price.

Works Cited:

Amazon.com. (2013). Retrieved April 15, 2013 from http://www.amazon.com/TRESemme-Fresh-Start-Shampoo-Dry/dp/B0037LKIAG/ref=sr_1_2?s=beauty&ie=UTF8&qid=1365976478&sr=1-2&keywords=tresemme+fresh+start

Batistehair.com. (2013). Retrieved April 15, 2013 from http://www.batistehair.com/