I like Aussie hair products. They're a bit more expensive that I would normally stretch to but they smell amazing and work really well so if they were on offer or just as a treat I'd often splash out. I also liked their tag-line: “There's more to life than hair but it's a good place to start”. Unlike other products they were admitting that shampoo wasn't the most important thing in the world. To use some wanky marketing speak Aussie was a brand I related to; their target audience seemed to be women like me- women who like to look nice but have more important things in their lives than just their appearance.
On the tube on Friday night though I noticed this advert and suddenly I no longer wanted to be the kind of woman who bought Aussie hair products. And it seemed obvious I wasn't the kind of person Aussie wanted buying their shampoo either. Beacause it seems Aussie don't credit their customers with much intelligence.
Aussie don't expect much of the women who buy their products. These women don't care about history (BORING), they care about astrology- although the concept of how astrology is supposed to work is a bit beyond them (Capricorn, Pisces whatever, lets get DRUNK). It seems there is indeed more to life than hair- there is also being thin and wearing shoes you can't walk in- great, thanks Aussie (woo-hoo!)
I don't know about you but I can think of loads of other things a woman could use as an excuse to celebrate that isn't just she's starved herself to be socially acceptable.
A promotion at work
Being accepted onto the course you wanted to study
Clearing your inbox
A successful meeting
The return of your favourite TV Show (even if going out means you're going to have to record it anyway)
And those are just the generic ones. For me personally I'm much more likely to celebrate finishing a difficult crochet project, completing my 50 book challenge, walking the whole of the capital ring or making a really good tortilla. But as I said, I don't think I'm the kind of woman Aussie wants to appeal to.
Which is good because I don't think I'll be buying their products any more.