Nuggela & Sulé: Successful shampoo with a cosmeceutical approach built on alternative "natural"-based therapies

Nuggela & Sulé: Successful shampoo with a cosmeceutical approach built on alternative "natural"-based therapies

  • April 2016 •
  • 21 pages •
  • Report ID: 4147224
Summary
Nuggela & Sulé is an onion shampoo sold in Spain. Since its launch in 2014, it has enjoyed great success. This case study looks at how this shampoo differs from more mass-market traditional brands, analyzes the reasons for its success, and provides an insight into the changing behavior of Spanish consumers when purchasing products like shampoo.

Key Findings
Understand the characteristics of Nuggela & Sulé shampoo.

Discover how Nuggela & Sulé succeeds with its innovative cosmeceutical approach.

Learn from this intelligent strategy and understand further opportunities in the haircare segment.

Reasons To Buy
What is Nuggela & Sule and how does it differ from 'traditional' shampoos?

How has the company tapped in to the trend for 'natural' products?

What marketing strategies does the company employ?

Key Highlights
Nuggela & Sulé is inspired by traditional remedies based on the use of onion juice for haircare. It is sold as a "natural" shampoo and as a complete haircare treatment to stimulate growth and increase shining and softness.

The product brings a traditional remedy to shampoo at a time when alternative "natural" remedies are on the rise in Spain. Online marketing activities, mainly based on beauty bloggers, have helped to increase brand awareness and influence consumers' purchasing decisions.

Natural" therapies together with alternative "health-enhancing" formats are on the rise, and therefore offer a good opportunity for cosmetic companies to capitalize. Online marketing strategies are essential to new product launches and should be a significant part of marketing budgets.
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