L'Oreal introduced a new L'Oreal hair care product for kids called Fast Dry Shampoo. It was guaranteed to "dry in a flash!" Any parent who had ever put his or her child to bed with wet hair and woke the next morning to find the hair totally unmanageable, or had a child late for school because the child wouldn't leave the house with wet hair is the target market for this product. L'Oreal is using which segmentation for its new shampoo?
A) Psychographic
B) Geodemographic
C) Behavior and situational
D) Demographic and benefits sought

Question

Quizplus · Accepted Answer

The segmentation used by L'Oreal for its new shampoo is demographic and benefits sought. This is because the target market is defined by parents with children who have had issues with managing wet hair in the morning, which is a demographic characteristic. At the same time, the product is marketed based on the benefits it provides, such as fast drying, which is a benefits sought segmentation.

L'Oreal Introduced a New L'Oreal Hair Care Product for Kids