Client Name

L'Oreal Pakistan (Pvt.) Ltd

Faculty Advisor

Mr. Zeeshan Bhayani

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

This project fits the Behavioral Studies area as it explores why young Pakistanis hesitate to try hair-color, specifically Casting Creme Gloss despite high awareness. It uses behavioral tools like focus groups and regression analysis to uncover barriers like fear of damage, social judgment, and parental disapproval. The study segments users based on behavior and recommends strategies to shift perception and enable first-time use, making it a strong behavioral marketing case.

Aligned SDGs

GOAL 5: Gender Equality

Aligned SDGs Justification

The project promotes gender equality by encouraging safe, accessible self-expression through ammonia-free hair color, particularly for young women facing cultural or family restrictions. For example, hijab-wearing participants shared that hair color felt “pointless” or “rebellious” due to societal norms. By normalizing semi-permanent, non-damaging products like Casting Crème Gloss, the campaign empowers women to make grooming choices on their own terms, supporting personal agency and self-confidence.

NDA

No

Abstract

This Experiential Learning Project (ELP) investigates the behavioral and cultural barriers to first-time adoption of L’Oréal Paris Casting Crème Gloss (CCG) among Pakistani university students. The primary objective was to examine why, despite high awareness of hair coloring, actual product usage, especially for first-time users, remains low. Specifically, the project aimed to identify psychological, social, and cultural factors influencing trial intent, and to translate these insights into actionable marketing recommendations for L’Oréal Paris’s semi-permanent, ammonia-free hair color product.

To achieve these goals, a mixed-method research approach was adopted. Quantitatively, a structured survey was administered to 105 university students across Karachi, Islamabad, and other major urban centers. The data collected was analyzed through regression modeling to identify statistically significant predictors of trial intent. Respondents were scored across three core behavioral dimensions: awareness, consideration, and trial readiness. Qualitatively, key insights from ten focus group transcripts were incorporated to better contextualize cultural barriers such as parental disapproval, fear of hair damage, and misinformation around product usage.

The findings revealed that awareness was the most significant predictor of trial intent, followed by consideration (trust in brand, belief in product safety), while trial readiness (tutorial access, price sensitivity) was a weaker yet relevant enabler. Furthermore, the survey highlighted that 68% of participants had never colored their hair, and 79% preferred salons over at-home kits, signaling a strong need for education-led marketing. Among those who had tried CCG, the satisfaction rate was high, with ease of use, brand trust, and product gentleness ranking as top-valued features.

Based on these insights, the project recommends a three-pronged marketing strategy focused on: (1) increasing awareness through peer-led influencer content and campus activations, (2) strengthening consideration through product education and trust-building testimonials, and (3) enabling trial with first-time user kits, university discount codes, and simplified tutorials. The proposed strategy positions Casting Crème Gloss not only as a beauty product, but as a confidence-building first step toward self-expression for young, cautious users.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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