Hair Dryers-Grooming on the GO!!

In todays world where, early mornings, late nights, endless last minute jobs and frantic hurrying, the 'towel off and run' gig doesn't do the trick anymore. Ofcourse, every hairdresser guarantees that constant blow drying will damage your hair. But how, exactly, is one supposed to stroll into the office clad in a suit - with dripping wet hair? How do you make it to that party without ratty wet ringlets or strut with those adorable flowing tresses? Air drying may be the most healthy and natural solution, but blow drying, when done carefully and with the right techniques, can not only keep your locks dry, but also preserve them, without excess damage. So if you're sick of embarassing wet patches on the back of your shirt and frantically flipping your wet hair with a towel, then ditch your old routine and improve your blow drying techniques today. Stepwise, these techniques are listed below: 1) Healthy blow drying technique require lathering your hair with a moisturising shampoo in the first place.( Watchout for dry hair formula on the pack-that will do the trick).Moisturising shampoo will lock extra vapor in your hair and sheild it against the effects of blow drying and even straightening or curling.You dont necessarliy have to buy an expensive brand.Moisturising shampoos are readily available in market with varied price tags. 2) Towel off your hair gently, just to make it stop dripping.Donot rub your hair with towel. Rubbing causes split ends, frizzy dryness and entagled knots along with excessive hair fall.Just blot your hair by wrapping towel around it so as to soak maximum moisture in it.Donot rub too hard or too fast and if your hair are of short length wrap towel round the head and gently move it circular motion.Donot make your hair completely dry. They should just not be dripping after you're done. 3) Space your hair in seperate sections. If you have long dense hair, clipping them up, as shown in the photo is not a bad idea.However with short hair you can just part them seperately. 4) Start blow drying at top or on the roots but with 6 inches away from your scalp.Maintain this distance throughout but never blow dry in upward direction as this causes maximum damage and hair breakage.Drying the hair near scalp is generally advisable as it prevents the moisture soaking up rest of your hair. 5) Move the drier up and down your hair length, never focusing on one side for too long.Otherwise this would damage and burn your hair.Also remeber to keep the distance roughly constant. 6) Stop when your hair are just slightly damp.Never completely dry your hair with the blower but tolerably damp so that it doesn't leave a wet patch on your shirt.It will naturally dru put in 5-10minutes.Complete drying will cause frizzing and damage.

7) Finish with the blast of cold air to lock in shine.First de-tangle your hair with your fingers.Direct brushing will cause hair fall as your hair are still damp.If need be, apply anti-frizz serum or use a very fine light tiny bit application of olive oil for healthier gloss.

HAT??? Pro-Volare Hair Dryer has a Ferrari engine in it?? And what the heck is the cool shot button for anyway? Not sure why tourmaline and ionic are important in a hair dryer? Dont even know what are they in the first place?!!?

You might be surprised to learn how much hair dryers have evolved in recent years, and picking up a dryer can make all the difference in your professional styling routine which is why market segmentation is so crucial so that you know what your pick is this time! Through this blog I'll take on the mammoth task of categorising the vast and eclectic blow dryers market into various segments so that everyone gets a look beyond the clutter and a better understanding of various offerings and the options in encompassing the hair dryer markets these days. Demographic Segmentation is oft-employed as variables of gender, age, occupation and income come into play. Blow dryers are most often posed to be targeted towards working women who are pressed for every minute, especially during rush hours and in a fix when it comes to complying with the neat, compact and formal look as necessitated by the work environment. Therefore, professional women use traffic jams or stand still signals as an opportunity to touch up where quick grooming on the go accessories like blow dryer comes in handy as also depicted in the photo. However, when it comes to age, a younger age bracket, such those in 'tweens', is equally apt in using blow dryer for not just basic functionality of drying hair but also for catching along latest trends since blow dryer is immensely useful for styling. Pricing points play an important role in income segmentation for hair dryers. Hair dryers comes in a variety of price tags starting from Rs.930/-(Philips Salon Compact Hair Dryer 4824) to Rs.2730/- (Kenwood HD-850) while many average out at Rs1400/- ( Sonashi 2000W SHD-3008). Therefore, age, income, gender and occupation all come into play when segmenting the blow dryer market. From the other end of spectrum Psychological Segmentation squares in since hair

dressing is an essential part of one's personality and an indispensable tool for selfexpression of one individuality and uniqueness of self- be it a novelty seeker or a creative artist. So whether you wear a stylish pixie, a classic bob or a noble stepped haircut does not matter. You can blow-dry your hair into any shape in a few minutes. Blow-drying the strands from a 90-degree angle relative to the brush creates terrific volume and inward turned hair ends whereas that rich, smooth, long hair, gorgeous mane with extra lustre is achieved by blow-drying every strand separately while slowly pulling it inward over the round brush from the roots to the ends. Therefore, blow dryer is a high involvement product for the hair fanatics who want to try every up-do with zest whereas it has a perception of being high risk product for some since undeniably constant blow drying is detrimental to hair which needs to be remedied with tonics, lotions and serums. Hence consumers approach blow dryers with both positive and negative attitude-the most prevalent being, styling with a little caution. This leads on to the more apt segmentation of hair dryers market -USE Situation Segmentation. Time is definitely a cardinal factor to consider since consumer use blow dryers both for grooming in early morning rush hours and as well as for styling in late night parties. Objective for blow drying is the more fulfilling self-gratification achieved by delving into latest fashion and hairstyling trends to look and feel better to get more out of life. Location for use can be consumer's home, a friend's place as well as parlours. To mention of parlour and not speak of Use Related Segmentation is a task next to impossible. According to Usage Rate, the hair dryer market has traditionally been segmented by professional and consumer markets. For the professional segment, the product line has been designed to meet the demands of the professional stylist that is long life and high power because this segment belongs to super high users of the product. For the consumer market segment, low weight is an important consideration since consumers need portability of dryer to carry it easily and this segment scintillates between medium users to light users. Awareness status in professional segment is that of enthusiasts whereas in consumer market it varies from aware to interested. On a different note, the most obvious and basic segmentation of hair dryer market would be Benefit Segmentation. Blow dryers, on whole as a category do provide the convenience and a few brands can also provide good value for money. Below is a quick preview of benefit segmentation:

Type of Hair Features

Benefit

Brand

BabylissPro THIN OR FINE HAIR Ceramic Adds shine and protects hair from heat damage and frizz

THICK OR COARSE HAIR THIN OR FINE HAIR

Ionic Technology

Creates negative ions, which smooth hair and lock in moisture while decreasing drying time. Magnifies the effects of the ionic technology for even

Hot Tool Bella 2000 Salon

Valera Swiss Nano Tourmaline

faster drying and more shine

CURLY HAIR

Cool Shot Button

X-5 Sets the look for longlasting hold, and adds shine Superlite

Hope you enjoyed reading the blog I never get a say in my weapons, I always get a say in my hair dryer

Natalie Portman<o:p></o:p> When it comes to beauty, a woman just cant get enough. Hair dryer more often than not are beauty complements and according to Natalie, a womans secret weapon. The motivation for buying a hair dryer stems from an acquired, secondary need .The need to look good, feel good and get more out of life! And this creates a motivation in the positive direction, making hair dryer an approach object. However, blow dryers can carry a both rational and emotional motive. Rational in the sense that blow dryers fulfil the time lapse, convenience and at times economic utility needed from the product but emotional in the sense that few hair styles and hair do require the use of blow dryers in particular. This can lead to a product specific goal since different brands contains different features for styling as elaborated upon in the previous blog. But if only rational motive is considered, generic goals are set for blow drying. <o:p></o:p>

Even though needs are never fully satisfied and levels of aspiration evolve over time, complications occur when there is multiplicity of needs and variation of goals. A woman may need a hair dryer for making the exotic hairstyles that keep on evolving with fashion and industry trends making her needs never fully satisfied and set her level of aspiration at an even higher plane. Frustration may occur when damage caused by dryer may prevent the consumer from adopting the particular style. This frustration may be countered by specific defensive mechanismsuch as rationalization where consumer may retract her stance of buying the blower because of excessive damage cause to hair. Or through day dreaming when all that women has is the dream of getting the best hair if not the actual reality of getting the flowy mane. Therefore the arousal of motives for blow dryer occurs at both the emotional and cognitive levels. Through emotional arousal one is redirected to the emotional benefits offered by the brand but the cognitive arousal occurs when watching a particular TV commercial and ad for blow dryers. Therefore, on Maslows hierarchy both social needs and egoistic need are fulfilled by the blow dryer. As it provides consumers with a social standing and hair couture to be at par with other fashionistas ad ego needs is fulfilled by the self gratification achieved after putting in hours of effort to get the particular style!! Who knows motivation for a blow dryer is only limited by ones imagination as there are also some creative and unusual uses of a professional hair dryer!! Way to go!!

Running, strutting and flapping helplessly here and there with a continuous, unquestionable urge to explore everything without worrying about the consequences and living in the world where nothing exists except absolute joy and every pursuit is a bubble of bliss and enthusiasm bursting in the bosomWho do you think this is and where do you think she is?? This is a little child living inside YOU! Yes you!! And the marketers out there are all too set to pamper her. Dont believe me?? See for yourself! The Panasonic Flip n Style ad appeals to id based on Freudian theory of consumer behaviour.

The ad depicts a bald woman using blow dryer and copy read as follow: Introducing Flip n Style. Even if you dont have hair its fun to have. Of course it dries your hair if you happen to think hair is fashionable. But its also a nice replacement for your teddy bear. It comes in three terrific colours to go with any bedspread. And it just doesnt sit all around like old teddy. Because Flip n Style flips for you, open and close. So when you are through drying your finger nails, slip it into an attractive cover and then slip it into an attractive purse. So next time when run into a cloud burst or fall in swimming pool, youre prepared This ad draws an unparalleled yet striking emotional appeal for blow dryer with a teddy bear. Needless to say Panasonic really wants to get under your skin and pull the child out by ear if he doesnt naturally springs up herself. Also what the ad focuses on is the novel uses for the hair dryer such drying your nails etc. Therefore, it can be said that brand personality is extremely chic and rebellious. As the name Flip n Style depicts someone always dressed up in the spur of the moment (flip) with a taste apart in their own style. Consumers who are appealed by this ad are aggressive according to Neo-Freudian Theory because they move against the established or common norm of the society which is warranted by the traditional use of the hair dryer and these consumers lack thereof. Therefore such consumers are low on consumer dogmatism and

sensation seekingsince they are willing to accept radically novel ideas and are also willing to take risk for it and so for them using Panasonic Flip n Style is actual self-extension. If your id is still not stirred enough, checkout the Hello Kitty blow dryer.

Pink and girly with symbolic Hello Kitty mascot favorited by Brittany Spears and Madonna, Hello Kitty celebrates femininity. It again caters to id and is specially appealing to those women who move in with girlish clout with them. This is where the Halo Effect comes in. Endorsed by celebs like Brittany and Madonna, consumers tend to associate the their persona and Hello Kitty symbolism with the functionality of the product. Therefore, it is assumed to effective but mild and recommended for gentle soft hair. This blow dryer literally appeals to the child because it is even segmented for them. Priced at $17 and aimed at girls aged 11-19, this blow dryer is designed for the very girly girl!! Well remember that day when you were trying to take a photograph on air in the plane and were hushed away by the hostess its somewhat not safe?? Well then definitely blow drying your hair is 100 on planes is 100% safe. Or at least Virgin claim so.

In the ad shown to the right we see a glamorous woman depicted waving a blow-dryer at her tresses. Arrive Beautifully, the ad says. Outlets at your seat. This is how to fly. This ad appeals to ego because it lets you balance both id and superego. Coming out of airplane, id wants to appear like coming out of luxury saloon with perfect set hair for selfgratification and while super ego would only be concern about appearance to look socially acceptable. This function of Virgin allows you to do both. Appear beautiful in a socially acceptable way as warranted by the Ego

Perceptions play an important in our daily lives and our understanding of environment, even how we process and interpret information. Checkout the car below and guess what kind of person would own it.

Definitely a girl but what kind of girl? Oh do check out thegold plated and diamond studded hair dryer. Common readerspost some comments here!! Hair dryer are generally associated with beauty, a category women dearly own by themselves. However not anymore. This stereotyping is bound to break apart. Check out the hair dryer ad below which is exclusively for MEN!! Perceptions as I said, matter a lot.

This ad uses grouping to piece information in useful chunks each with a visual to explain full functionality of the product. Therefore, when positioning all blow dryers, Promax will definitely stand out from the rest because of its very differently defined target market. Also Umbrella positioning takes place here because Promax is a brand extension of

Gillette. A brand firmly entrenched with male grooming category. Therefore, it naturally adds on to the credibility and has high perceived quality amongst the perceptual map of the target audience.

A big challenge for marketers is to ingrain in mind of consumers their communication message and all this made even more complicated if the products functionality is novel or technologically sophisticated and being a high involvement personal care category is just a cherry on top of the multifarious mix of batter but irrespective of how bewildering or boffing this may seem, the marketers do know better.<o:p></o:p> Applying the human behaviour concepts of modelling andclassical conditioning, Philips have come up with Kareena Kapoor campaign for their hair dryer category.<o:p></o:p>

<o:p></o:p> Kareena Kapoor is the unconditioned stimulus. She represents an admirable blende of beauty and style. Philips hair dryer is theconditioned stimulus which the consumers have to learn to respond. By repeated pairing as evident in the ads, consumers learn to associate beauty and style with Philips, the exact objective of the marketers, to bring about an unconditional

response of admiration and appreciation to a conditioned stimulus of Philips grooming range. But a closer inspection would reveal a stronger and more dominant factor at play. The simple concept of modelling.Kareena embodies todays woman, who believes she can have it all. At Philips, we endeavor to give women this freedom, and who better to endorse these Intelligent Beauty Products than Kareena Kapoor, a woman who truly represents the Beauty with Brains image, said Aarushi Agarwal, Director Marketing, Personal Care, Consumer Lifestyle, Philips India. According to Nirjhara Rastogi, Corporate Communications Officer at Philips, Philips added a triple wow factor to its Hair Care category with the announcement of Bollywood style icon Kareena Kapoor as its brand ambassador for the Hair Care range. True to its name, the Philips Intelligent hair styling range combines intelligence and style to help women create their own wow hairstyles at home. Backed by advanced technology and consumer research to understand the styling needs of Indian women today, Philips offers new hair styling products that ensure quick and easy home hair styling without any hair damage. The new range comes with a step-by-step smart style guide - Vogue Veda by Kareena Kapoor to help create multiple styles, Just Like that. We believe The Vogue Veda along with the Philips Intelligent hair styling range would empower women to experiment and Always Look their Best. Always. In about 15 minutes, you can make a Bad Hair Day into a WOW day, with the help of Kareena, Philips Intelligent Styling and Vogue Veda. As evident here modelling comes into strong play as women not only observe the styling trends of Kareena Kapoor but learn to behave in response to certain situations, (stimulus) and the ensuring results that occur ( positive reinforcements) they imitate (model) the positively reinforced behaviour when faced with the similar situation as warranted by the Vogue Veda. If you think that is funny, wait till you see what years of operant conditioning can do to people.

<o:p></o:p> The above picture is of Lori Broady from the American reality TV Series My Strange Addiction-Yes!! Youve guessed it correct. Shes addicted to sleeping with a hair dryer! The 31-year-old said she finds the warm air and the humming of the dryer comforting, but it has also been dangerous. Miss Broady has woken up with burns on her arms and chest from the direct heat of the dryer. A fire recently started in her home when her dryer fell to the ground and caught ablaze. She claimed that she cant get to sleep without the sound and the warmth of the hair dryer blowing, and finds it both psychologically and physiologically comforting. She claimed: Its a comfort thing, its a security thing, its the noise, its the air, its all-encompassing. Following her television appearance, many people got in touch with Broady saying that they too relied on hair dryers to go to sleep. It seems as though she was not the only one. She said in her Entertainment Weekly interview that:

I didnt realize that theres a whole community of blow dryer users out there. And they all surfaced after the episode aired. There are tons of them. Everywhere. The day that my episode aired [Dec. 29, 2010], there was a gentleman in Virginia whose home burnt down with him and his 15-year-old daughter inside from blow dryer misuse. The only plausible explanation here is the years of operant conditioning being in the front seat. The stimulus here is the absence of warmth, security and comfort and some noise. So Broady resorted to a trial and error method to gain these things while asleep and as strange as it may sound, a hair dryer provided her with these which acted as a reward and positive reinforcement took place which strengthened the likelihood of her following this response. Operant conditioning can definitely make people learn weird things. Luckily, thats not the only way people learn. Oh if youre curious about Broadys case, in the end she got professional medical help and finally got over the hair dryer thing. Thanks to cognitive learning. Cognitive learning occurs either by rote or problem solving which can be both active and passive. In Broadys case, it was active problem solving as she earnestly accepted it as a real problem in life and keenly sought medical help on it. However, passive problem solving also occurs and with respect to hair dryer checkout the tutorial below which educates on how to get the sleek curls with rapid ease. http://www.howcast.com/videos/476045-Hair-Tutorials-How-toUse-a-Hair-Dryer Woah!!..... now that was a really easy way to learn the basics of blow drying but what do learning actually results in?? To a large extent, more or less, it shapes our behaviour and attitude. And speaking of attitude, thats where the fun part begins or see it for yourself, the ad below:

<o:p></o:p> The ad is positioned on all spectrums of the Tricomponent Attitude Model. The cognitive component is adhered to by the functionality characteristic of the ad. The ad says: "Instead of buying an ordinary hair dryer, buy a styler-wavercurlier-untangler-straightener-brusher which also dries: Braun Dryer." "Nobody but a woman to know her own hair. Nobody like her to know which is her favourite hairstyle for each moment, in which occasion. Braun Dryer - a hair dryer-styler with five accessories designed to put any hairstyle in your hands. A concentrator nozzle for a faster and located dry. A styler brush to make volume. A straightener comb to give a hair shape. A styler comb to make wave or curl. A handle to attach any accessory.

A powerful hair dryer with two control levels for air speed and heating which provide fast results and always beautiful hairstyles. And everything easily. To respond your imagination, Braun Dryer. A hairdresser into your home. Another example of Braun's design and efficiency. Give a good gift. Give Braun. At the cognitive component, this ad is creating perceptions and knowledge that will form consumers beliefs. The consumers will associate various positive attributes towards the dryer, that its a styler, curler, untangler, straightener. And therefore on themotivation functions, it is catering to utilitarian function by providing multiple utilities and benefits through the same product and resolving two conflicting attitude that may exist towards stylers and dryers. At the affective component, the ad is catering to the consumers emotions. It mentions the fact that no one but a woman knows which hairstyle is appropriate for which occasion, making the women feel self-flattered and adulated. On this aspect, the ad is catering to the ego defensive function. At the conative component, the ad is creating the likelihood and tendency to purchase the product. The last line of the ad says,Give a good gift. Give Braun. Making it socially acceptable and creating an intention to buy. Another model of shaping attitude the Attitude towards Ad Model is very well depicted in the ad below: http://www.conair.com/video.php?cntpcID=12_63&video_id=42 Starting with Are you ready to take back the Power? The ad encourages consumers to form various feelings (affects) and judgement (cognition) based on the ad specially when it tells consumers to get the power in your hand and jeeps it coming.ours will blow you away. The ad is designed to make consumer feel empowered, no more at the whims of professional hairdressers because with the use of Conair Pro, they have the professional in their hand! Another ad, playing along the similar line is the following:

http://www.conair.com/video.php?cntpcID=12_63&video_id=76< Beginning with you live big and your hair are high definition,this ad plays strong on perceptions and creates a very favourable attitude for someone who loves being self-indulgent as evident by the line, youre a bit power hungry and your tools feed that obsession.The salonss got nothing on you. Can you hangle the smart? By being provocative and bolstering self confidence the ad makes consumer forms appositive attitude towards the brand utilmately.

Different ads use different communication strategies to breakthrough clutter, make ad memorable and attention grab. One such communication strategy is AIDA: AttentionInterest-Desire-Action which is used to grab receivers focus, amuse him and inculcate a motivation to act in terms of buying a product. Another similar strategy is to use resonance advertising which involves using word play, often with double meaning and used in a combination of relevant picture. The purpose is to improve the chances of being recalled. In context of hair dryers, one such example is given below:

In this ad, Einsteins depiction is used. Besides being the helm of scientific understanding, Einstein is also famous for his somewhat notorious hairstyleif it can be called a style at all!! This particular ad shows Einstein with slightly better off hair thanks to the hair dryer. To add on to the credibility factor, the same ad uses strong and power language, again associated with grasping concepts of Physics and alluding to Einsteins imagery as "Nobody
ever could concentrate so much power into a 'so small' space. Walita shows the tool to solve all the issues offorce, time and space: the new Walita hair dryer. This ad is therefore using both AIDA Model and Resonance Theory.

This not only grabs attention but also makes ad, a bit humorous. Humour appeal is perhaps better portrayed in Gerrero Ortega ad showing a man with no hair using a hair dryer in a skeptic way as if its a gun, the ad really gets one thinking trying to decipher the message being communicated. Nevertheless, the ad has succeeded in trying to be memorable and using humour. However, its just not the ad or its communication that can do the magic. These may be very effectively used to get the message across in terms of standing out of clutter, higher recall, brand recognition but its final translation into action is what really makes a difference. And this difference cannot be accounted for without taking into consideration the reference groups of the consumer. Reference groups, either being direct or indirect, influence framing of ones opinion, beliefs and values that very much trickle down to purchase decision and buying behaviour. Reference groups can be friends, shoppers and work groups but in case of hair dryers its the online virtual groups and brand communities that are most active. For instance, CONAIR has online communities and forums where people write their reviews about their products and use experience. A particular website, dedicated solely for this purpose is: http://www.hairdryerreviews.com/ Here as seen different brands and their rankings are present along with feature evaluation. These are virtual groups and communities where consumers interact and rate and evaluate products themselves. Similarly, opinion leaders are important reference groups and

influencers and play a significant role in purchase decision. These are normal consumers writing testimonials for other users who might be buying the similar product. However, its just not the reference group to which a purchasing decision is restricted to but it has very much to do with a broader definition and context reference groups delves into and that is culture. Back when hair dryer were new and considered different equipment altogether as shown in the picture below, women use to take a seat in the intimate space of the classic salon hairdryer and listen. What luxury would it offer?

It was an experience of bygone days, when women made weekly visits to their hairdressers to have their hair set in rollers and pass time under a stationary hairdryer. The warmth, the low hum of the dryer, and the impossibility to talk - it was quite relaxing actually. Surprising as the culture as evolved so has the hair dryer so much so now its something, someone comparable to Einstein can squeeze in a small space using all the theories of force, power and time. It is difficult for us to imagine, hair drying as a relaxing experience or something related to time consuming procedure because now due to our culture hair dryer is an appliance that represents strictly Grooming on The GO!