Case Study 15: Schwarzkopf Money Back Guarantee
Schwarzkopf uses a Money Back Guarantee to increase trial of a new product range.
Money Back Guarantee
Ultimate Repair Range
28th March 2011 – 14th Sept 2011
Limit of Indemnity
Schwarzkopf were launching a new range called Ultimate Repair which included Shampoo, Conditioner, hair treatment and hair mask. To encourage consumers to try it, they offered a MBG.
Consumers who purchased any promotionally marked product from the Ultimate Repair range were invited to claim their money back if their hair didn’t look like new. Consumer’s completed a claim form with 15 words or more on why they were not happy with the product and mailed it in with their receipt. Consumers could claim once for each product.
The fixed fee provided by URMA was based on an assumed redemption % based on the various promotional elements and mechanic.