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Copy Platform
Jessica Estrada
Product Description
The CHI Air Flat Iron is a high-end hairstyling device that utilizes the latest innovative
technology combining tourmaline ceramic with even heat distribution. It produces an
exceptionally high amount of negative ions and far infrared radiation, which reduces static
electricity for sleek and smooth hair. This classic CHI product is ideal for any hairstyling needs.
An individual can straighten, curl, wave, spiral, flip and bend their hair in creative ways. Each
CHI Air Flat Iron has 1” ceramic plates, which eliminates static and decreases the amount of
frizz. Each flat iron has a nine-foot swivel cord for convenience, and a quick heat up system. The
heat up button allows you to adjust the heat temperature of the flat iron. The CHI Air offers five
different temperature settings: 180, 240, 300, 360, and 410 degrees. While the temperatures are
high, the tourmaline ceramic plates are less harmful to a person’s hair than other flat irons that
are made of regular ceramic plates or none at all. This flat iron is offered in original CHI colors
including silver bullet, fire red, onyx black, pure pink and true teal. As well, CHI creates new
color styles and patterns for limited editions such as aqua sheen, fuchsia frenzy, neon Aztec, and
royal blush. The CHI Air Flat Irons are also easy to wipe down with a cloth and include a twoyear warranty. This product is easy to use whether an individual has unmanageable curly or pin
straight hair, according to Farouk Systems, the parent company of the CHI brand
(www.farouk.com).
The CHI Air Flat Irons cost $99.99 (www.target.com). Prices for this flat iron almost never vary.
Since this hairstyling device is a professional, high-end product, it is more expensive than other
conventional hair appliances because the tourmaline ceramic plates drastically reduce heat
damage. Like other CHI products, the CHI Air is not sold on the company’s website. The flat
irons can be found in stores such as Target, Kohl’s, Bed Bath & Beyond, Walgreens, CVS
Pharmacy and even Best Buy. Regarding beauty salons, this specific CHI product can be found
at Ulta Beauty and other high-end hair salons. They can also be purchased through online beauty
shops such as SkinStore.com and Shopko.com (www.farouk.com).
All Cationic Hydration Interlink (CHI) brand products derive from the hair-care and spa products
company, Farouk Systems. This Houston based company manufactures all CHI products from
hair brushes, hair dryers, hairstyling devices, styling products, specialized hair treatments, and
shampoos and conditioners. Farouk Shami, a Palestinian-American businessman, is the founder
and chairman of the company. He has worked on hair-care product development for decades and
attended cosmetology school in Arkansas (www.wikipedia.org/wiki/Farouk_Shami). Founded in
1986, Farouk Systems caters to consumers and professionals, and it also operates the Farouk
Systems CHI Academy in Houston, Texas for training hair professionals (www.hoovers.com).
The company employs 2,000 people and exports its line of products under the Cationic
Hydration Interlink (CHI), BioSilk and SunGlitz brands from Houston to stores across the
nation, including 106 countries worldwide. “I began Farouk Systems based on a mission and a
dream,” said Farouk Shami. “My mission and dream was to provide my fellow hair artists with a
safer workplace environment – free of harsh chemicals and advanced knowledge through
education” (www.farouk.com).
It was estimated through the financial service, Hoover’s Company Records, that Farouk Systems
had nearly $30 million in revenue in 2008 (www.dallasnews.com). According to the most current
and available financial report in 2011, the company is a $1 billion manufacturer of professional
hair care and spa products (www.selectusa.commerce.gov/testimonials/farouk-systems). The
establishment of the BioSilk and SunGlitz brands, along with the expansion of numerous CHI
hair products, has drastically increased the company’s revenue. According to the 2008 data
percent of sales report in Advertising Age, products such as the CHI Air Flat Iron in the industry
of cosmetics make 19.2% of sales each year on advertising buys. Products in this industry also
profit by earning 25.2% of their sales. While Farouk Shami is currently known as a billionaire
entrepreneur and philanthropist, he attempts to minimize the amount of money his company and
himself make each year. Due to his economic success over the last couple of years, he felt it was
important to give back to needy communities. During Hurricane Katrina, Farouk donated $2
million to the victims of the floods. In addition, he gives 10% of the sales to his hometown near
Ramallah, Palestine. This has not been his only endeavor that he has been involved with in the
Middle East. He has also donated $3 million worth of beauty products in Lebanon, according to
his political website that was created when he ran for governor of Texas in the 2009 election
(www.faroukforgovernor.com). His charity work through Farouk Systems is recognized through
various donation challenges. For example, every time someone liked the BioSilk and CHI
Facebook pages between March 24th and March 31st in 2007, one dollar was donated to Farouk’s
charity of choice on the Celebrity Apprentice show (www.farouk.com).
While high-end flat irons such as the CHI Air are highly ranked in the market of hairstyling
products, they have to remain consistent in their advertising tactics because they have
competition. The top three competitors include Revlon, Inc., Conair Corporation and Helen of
Troy Limited. With Revlon and Conair bringing in closely related revenues compared to Farouk
Systems, Helen of Troy Limited makes a significant amount less in revenue compared to all
three companies (www.hoovers.com). Farouk Systems continues to build strong reputation
against their competition. Many notable celebrities such as Renee Zellweger, Demi Moore and
Gwyneth Paltrow use Farouk’s renowned hair products, which contributes to the company’s
status (www.faroukforgovernor.com). The CHI Air Flat Iron was also listed as one of the top 12
best flat irons in an online article listed on the Total Beauty website (www.totalbeauty.com).
The CHI Air Flat Iron is mostly a low-importance, high-feeling product due to a customer’s
value in achieving smooth, silky hair. As well, it is in the selective demand stage because
consumers choose it over other brand alternatives. They choose it over other conventional hair
appliances because CHI straighteners are created and built with quality materials. While most
individuals who own CHI products are female, Farouk Systems offers hair products for men
(www.farouk.com). Both men and women place high value on looking presentable and well
groomed when using CHI products. Individuals are considered to be achievers and strivers in the
VALS system due to this low-importance, high-feeling product. Anyone can achieve
professional hairstyling results at home with the help of the CHI Air Flat Iron.
Objective
The objective of this campaign is to increase sales of the CHI Air Flat Iron by creating an image
or personality for the customers, so it stands out from competition in the marketplace. The
campaign will feature a woman as the face or personality of the CHI Air. This woman’s hair will
resemble famous actresses who are known for having great hair. Celebrities such as Zooey
Deschanel and Jennifer Aniston are featured in popular fashion magazines such as Elle who are
known for having the best hairstyles in 2013 (www.elle.com). CHI could select an actress as the
spokesperson for the product, but a large portion of the budget would be used just to pay one of
the actresses. To be more realistic and save a portion of the budget, Farouk Systems can use an
attractive woman who possesses celebrity style hair and an appealing personality to represent the
CHI Air.
The campaign will encourage the target audience to purchase and use the product because it
reveals how the female personality received healthier hair and fabulous styling results. Once the
audience sees the benefits of using the flat iron, the campaign will focus on specific benefits it
offers that other companies do not provide for their straighteners. Ads will show that the CHI Air
Flat Iron is a better hairstyling device because of its tourmaline ceramic plates, which is healthier
for a person’s hair. Ads will also show that the product can do much more than just straighten
hair, which will intensify usage of the CHI Air because customers will be able to use the product
for more than just one hairstyle.
Target Audience
In the fall of 2011, Dove surveyed 1,000 women in the United States and found that only 7% of
them actually loved their hair. From this survey, 45% of women made it a higher priority to do
their hair (www.blhconsulting.net/BLH/SpanishTranslations/P&GHairStudy.htm). These women
would chose to fix their hair over applying make up, eating breakfast and even getting extra
sleep in the morning. It is obvious that women care a lot about how their hair looks, and they will
do anything to make sure it looks socially acceptable. More so than men, women are searching
for the best hairstyling devices. In a hair care research study conducted by Procter & Gamble,
90% of women claim that their hair was more crucial than choosing the right clothes
(www.blhconsulting.net/BLH/SpanishTranslations/P&GHairStudy.htm). In addition, 70% of
women were dissatisfied with the way their hair looks and feels at least once a week.
Women are the main consumers who feel that their aesthetic and esteem needs are extremely
important based on Maslow’s Hierarchy of Needs. The main buyers of the CHI Air Flat Iron are
primarily women who are between the ages of 20–45. These types of women can range from
young, aspiring individuals to experienced professionals in the workforce. These women, who
are motivated by achievement, strive for a clear social position. According to VALS, these
women would be achievers or strivers who are primarily motivated by accomplishments. The
women who are considered achievers are goal oriented and brand conscious. The achievers are
successful, career-oriented individuals who generally feel in control of their lives. As consumers,
they favor established products and services that demonstrate their success to their peers. The
females who are contemporary, imitative and style conscious would be considered strivers. The
women who are strivers seek motivation, self-definition and approval from society.
Considering Yankelovich MindBase, women who consume CHI products are driven and
sophisticated. These females are ambitious with a drive to succeed personally and professionally,
and they are upstanding individuals who have an affinity for the finer things in life. Women with
these characteristics will purchase a more expensive hairstyling product, like the CHI Air Flat
Iron, if it gives them lasting results that boost their appearance and self-esteem. The younger
females who purchase the CHI Air belong to the Young and Restless subgroup of the Young
Materialists, according to Daniel Yankelovich. These aspiring students are obsessed with style
and status. The older women of the target audience, who are between the ages of 35–45, are
family focused, but remain as strivers because they plan and work for life-term goals. The
consumers of the CHI Air can fall between stages one (bachelor) to stage four (full nest II) of the
Family Life Cycle.
In 2011, the number of women in the United States was 158 million, which was more than men
who made up 153 million of the population (www.census.gov). Among these women, the main
buyers of the CHI Air Flat Iron are members of the PRIZM groups such as the Young Digerati
(wealthy younger family mix), Up-and-Comers (upper mid younger w/o kids) and the Winner’s
Circle (wealthy middle with kids). These types of women live in upscale communities such as
Highland Park in Dallas and Nichols Hills in Oklahoma City. They are in tune with the latest
trends such as social media and are constantly on their smart phones. These females are educated
individuals who most likely are pursuing or already obtain a bachelor’s degree. According to the
U.S. Census Bureau, 30% of women above the age of 25 obtained a bachelor’s degree or more in
2011. Due to their above average incomes, they are able to purchase expensive hairstyling
devices such as the CHI Air if they feel the value of the product is sufficient. They also make it a
priority to get their hair or nails done at a salon. Regardless if these women are on the younger
side of the market or closer to 45, they are modernized, active women who are young at heart.
They have busy schedules, but they set aside time to do their hair so they can look their best.
Primary Benefit
The main benefit of the CHI Air Flat Iron is to provide individuals with sleek and shiny hair with
1” tourmaline ceramic plates that reduce the amount of heat damage. In Procter & Gamble’s hair
care study, 58% of consumers believe that salon products are more effective
(www.blhconsulting.net). Since more than half of consumers believe that salon products are
more efficient and reliable, the target audience accepts the CHI Air Flat Iron because it is a highend product that accomplishes the user’s hair needs. This primary benefit is best sold through
value because buyers believe the flat iron is worth their money. While it may be more expensive
than other hairstyling devices, the CHI Air is made up of higher quality materials, which
eliminates the amount of split ends and frizz. The campaign will show how a person who
purchases a CHI Air Flat Iron can always achieve smooth and silky hair.
Secondary Benefit
Most women are selective when it comes to choosing a hairstyling device because they want to
make certain the product gets the job done without damaging their hair too much. It is important
for the campaign to emphasize the reasons why the CHI Air Flat Iron is better for a person’s hair.
Compared to other flat irons, the CHI Air is made of tourmaline plates instead of ions or regular
ceramic. Ceramic is nonmetallic solid usually made out of clay and is used in the heating
element. It uses a type of infrared heat that can penetrate the hair safely without burning or
damaging the outside shaft of the hair. Compared to ceramic, tourmaline is a mineral that can
only generate negative ions when heated. Tourmaline is an effective way to produce negative
ions, which leaves hair shinier and healthier. It also heats up quicker and evenly distributes heat
more so than basic ceramic. Tourmaline is an expensive mineral, so this is why the CHI Air is
more expensive than an average ceramic or ionic hairstyling device (www.modernsalon.com).
Since the CHI Air Flat Iron is made of tourmaline ceramic plates, the campaign will primarily
focus on the value of the minerals the straightener is made from and how it reduces damage, frizz
and static electricity.
Quality products in the marketplace influence women who purchase the CHI Air. Since the
target audience visits salons, they are aware of the best hair products by the information and
details given by their stylists. According to an in-depth survey by Pivot Point International, Inc.,
more than 40% of 500 women receive services at hair salons. Women who are 35 and older are
the most loyal consumers to their hairdressers. More than half of loyal clients have been seeing
the same stylist for three years or more (www.beautylaunchpad.com). Depending on the
sophistication and elegance of the salon, CHI products will be available at specific locations.
Even if they are not present in the shop, the employees are mindful of the CHI brand. Women
who professionally get their hair done at salons are at an advantage because they are more
conscious of the CHI Air and other products manufactured by Farouk Systems. The campaign
will reveal how the CHI Air Flat Iron is considered a high-end hair styling device because it is
mainly used in top-notch salons.
Drawbacks
One of the major weaknesses of the CHI Air Flat Iron is that it is limited in its distribution. This
straightener cannot be found at any store or salon because it is sold in specific stores only.
Cheaper brands such as Conair and Revlon offer a variety of products that can be found at a local
Walmart. Unlike those brands, CHI is limited in the number of stores it is sold and distributed.
Some women may not be willing to search and drive to specific locations that the CHI Air is
available, which drives away potential buyers. The campaign must show where the flat iron can
be purchased and give attention to these locations. As well, the company can expand the number
of stores they sale their product in order to increase sales and consumer awareness.
Another drawback of the CHI Air is the cost. While the target audience is willing to buy the flat
iron for $100, other consumers will turn away from the product because of its price. The
campaign must show that this flat iron is different than other conventional, cheaper hairstyling
devices. The reason why it costs more than an average flat iron is because it is made with quality
materials. The value of the CHI Air needs to be stressed in the campaign in order for consumers
to change their negative opinions of the cost. In addition, the campaign should reinforce the
tourmaline ceramic plates that decrease heat damage, static electricity and frizz.
Some women also do not have time to style their hair, so they choose to not purchase a
hairstyling device because it would be a waste of money. Depending on her schedule and
priorities, a woman may believe that flat ironing her hair is a waste of time. The campaign will
reveal how simple and efficient it is to use the CHI Air Flat Iron, and also explain why it is
important for a woman to feel and look her best for any occasion.
Strategy
The campaign will focus on building a sophisticated image and fun personality with the support
of a female spokesperson to represent the product. This woman does not have to be extremely
glamorous and made up because it sends a negative message that she is fake. This campaign will
emphasize how easy and convenient it is for women to achieve fabulous hair with the use of the
CHI Air Flat Iron. Although the campaign will be focused on its target audience, the messages
will seek to reach out to other consumers. Other potential consumers include women who are in
the middle class and live less extravagant lives compared to the women of the target audience. In
order to increase sales, the messages of the campaign need to be geared towards a more broad
audience. It is important to keep the target audience as loyal customers, but reaching out to other
types of women in the same age group is crucial as well. Another key message of the campaign
is the benefits of the tourmaline ceramic plates. The ads will reveal how a lady with frizzy,
unmanageable hair can be transformed into a woman with silky, smooth locks with the support
of the CHI Air. The advertising messages in the campaign will not distort the female image, but
enhance a woman’s confidence and self-esteem.
The strategy in the advertising copywriting will be based on the branding concept that was
established in the 1990s. Since the CHI Air Flat Iron is a high-end hairstyling device, the
copywriting will create status for the product. The first step in branding will focus on identifying
the product by registering it with consumers through its logo, slogan, and colors on ads. The CHI
logo should appear refined and colorful in its advertising materials. In order to create an image
for the ad copywriting, the CHI Air should appear as the hero of untamed, frizzy hair. Second,
the flat iron should position itself in a creative way that is difficult to get out of the consumer’s
mind. According to Malcolm Gladwell’s book, “The Tipping Point,” a 30-second TV
commercial that is humorous could generate the “stickiness” factor, which would potentially
instill in the minds of potential buyers. Third, the campaign will market the CHI Air by fulfilling
the personality stage of branding. Fourth, the straightener will fulfill the image it has created by
the number of consumers who construct meaning for the product. Once consumers make the
decision to purchase the product, the fifth level of branding suggests that the product should
maintain its promises to their consumers. The CHI Air should show that it delivers the same
excellent results over a period of time. Lastly, in order for the campaign to fulfill all stages of the
branding concept, the CHI Air Flat Iron should establish loyalty between the relationship of the
brand and the consumer. The success of the campaign can be measured not only by sales, but
also by the number of loyal consumers who choose the CHI Air over any other flat iron in the
marketplace.
Since the majority of the consumers are women, a female perspective will structure the campaign
message. The slogan of the CHI Air Flat Iron will state: “Saving bad hair days one woman at a
time.” Print ads, billboards and commercials will portray the Hollywood theme colors such as
black, white and red of the company’s logo. These specific colors will indicate glamor with
celebrity status. These ads will include the female representative for the CHI Air Flat Iron. The
woman, who will be in her late 20s or early 30s, will be well dressed and have long, attractive
hair. Most of the ads will show how the female went from a lady with a mess of unmanageable
frizz to a woman of breathtaking, gorgeous locks. For example, the radio ad will begin with the
woman frantically worrying about how she is going to fix her frizzy hair for a job interview she
has in an hour. Before more time passes by, she will pull out her CHI Air Flat Iron. She will use
it as soon as she turns it on because the straightener heats up in a matter of seconds. Then, she
will feel at ease because she managed to fix her hair before her interview. The end of the
commercial will conclude with the interviewer telling the woman that she got the job. Much like
the radio commercial, the TV ad will give off the same energy and emotions in its advertising
messaging. The TV advertisement will include the female representative in a different scenario.
For example, the ad will revolve around the idea that the woman is worried about a date she has
the same night that her hair is a frizzy, untamed mess. In order for her to feel confident and
poised, she uses the CHI Air Flat Iron to tame her hair. The TV commercial will reveal a positive
outcome of her date because she used the CHI Air to save her hair. These concepts encompass
the advertising messages that the CHI Air will send out to its target audience. In order to craft
these messages properly, the campaign will focus on the reference group theory. Women should
picture themselves in the same scenarios as the woman representative for the product. In order
for a woman to be successful in an interview or on a date, she should choose the CHI Air to
fulfill the best hairstyling results without damaging her hair in the way conventional hair
appliances do.
Ali Moon, the director of PR and Advertising at Farouk Systems, was unable to report the
average amount they spend on advertising each month or year due to the company’s highly
confidential status. Celeste Figueroa, the director of marketing, was unable to disclose this
information as well. It is suggested for a business to spend 5% of a company’s revenue on
advertising in order to see fast, steady growth, according to a popular web design company based
out of Seattle known as Visual Scope (www.visualscope.com). According to this information, if
5% of Farouk’s revenue were spent on advertising, this campaign would allocate $50 million
towards advertising. This amount would be appropriate to expand the advertising efforts of the
CHI Air Flat Iron and Farouk Systems.
A majority of the budget will be spent on print advertisement, as well as broadcast. Fashion
magazines such as Cosmopolitan, Marie Claire, Elle, Vogue and Allure will be the prime
publications to target for advertising. For example, it would cost about $290,000 to display a
whole page CHI Air print ad in 4-color, according to the Cosmopolitan media kit
(www.cosmomediakit.com). Another portion will be spent on producing the memorable TV ad.
According to Nielson TV Ratings for March 2013, some of the top 20 network primetime
television series include NCIS, Grey’s Anatomy, The Mentalist and The Bachelor
(www.zap2it.com). Other popular primetime TV shows are Dancing with the Stars, New Girl,
Modern Family and The Voice. Depending on the network, the average cost for a primetime 30second TV spot would cost between $110,000 - $250,000 (www.adweek.com). Aside from TV
advertisements, the target audience is also on the move a lot, so women spend a significant
amount of time in their car. Some of these radio stations include trending stations that feature
today’s pop music and most importantly, the popular music streaming applications such as
Spotify and Pandora. Also, billboard and web banners will be apart of the advertisements to
reach the specific target audience. Although billboards and web banners are important, the
budget will primarily focus on print and broadcast advertisements. The following strategies will
revolve around the “look at me” campaign concept because the results must reflect the high
value on the product. From appealing print ads in magazines to engaging television commercials,
the campaign will produce an increase in sales and awareness for the CHI Air Flat Iron.