The Herbal Essences website was created in June 2004 to support the brand launch in the French market, targeting women aged 18-35 who love to shower, love fragrances, are daring and want their hair looking its best.

The web presence provides an interactive source of branding to generate awareness and trial, whilst bringing the “naughty but nice” brand equity to life. To differentiate and engage consumers we also developed the interactive ‘Totally Herbal’ area of the website. Regular acquisition activities (competitions, online media) help generate registrations and brand interaction on the site. An e-CRM programme is planned for imminent rollout.