Grecian Color Control™
Generating Trial in an Alternate Channel

Objective: Significant consumer trial was the primary goal for Grecian Color Control™, a men′s hair care product distributed in grocery, drug and mass merchandise channels.

Challenge: The biggest hurdle was figuring out how to get reluctant graying men to color their hair for the first time by overcoming fears that their hair will look dyed and not natural.

Solution: Marketing Visions went beyond traditional channels to secure the support of a trusted and reliable source – barbers – to recommend Grecian Color Control to their newly graying customers.

Elements: We developed a unique display program that motivated 75% of barbers to participate. Barbershops displayed a striking Grecian Color Control™ “Try It Free” consumer mail-in offer, which highlighted the color control benefit of the product. As a thank you, participating barbers received $10 per offer redeemed.

Results: This was the most effective trial promotion ever executed for Grecian Color Control™!