Unlike the boys team, who chose to market the product to a male audience – thereby playing to their strengths; the girls opted to market to the ‘grey pound’, women aged over 50. Okay, so they have got the ‘female’ aspect down, but given that they have an average age of 29, are they really in a position to know what women aged over 50 are looking for in their shampoo??
Given what happened next, I’d say No!! Half the team went off to shoot the 30 second billboard advert and when they arrived at the location, they found two models – booked by Aisha, one of whom was aged 22 and the other aged 26… I’m no marketing expert; but whilst women of a certain age might be interested in hair care products which claim to keep their hair younger-looking, I suspect that Trading Standards might have something to say about claims that a shampoo will actually take 30 years off you!!!
Fortunately, Ruth was with the sub-group and as she was at least a little closer to the age of the target market, was able to step in as the model for the billboard…
We then come onto the name chosen by the girls for their product, which was then to become the theme through their advertising; that of ‘Desert Secret’… Let’s rewind for a moment, back to the initial briefing by Lord Sugar, where I could swear that he was quite clear that the brand and marketing should extol the virtue of the moisture retaining properties of the cactus seed oil… So, how does that fit with a ‘secretive’ marketing campaign?? Well, frankly it doesn’t!