market achievements history product
MARKET Today’s fast-paced environment brings with it high stress, causing many individuals to suffer from hair and scalp problems regardless of their age. For many consumers — especially those focused on image and making a positive impression — there are strong motivators to proactively treat, or even prevent issues before they occur. Yun Nam Hair Care’s extensive range of unique 100% Chinese herbal formulations effectively target hair and scalp concerns with customised, expert solutions. Its traditional herbal hair remedies have become a widely popular alternative to Western medicines for the restoration of healthy, glowing hair; its products are developed to treat a myriad of conditions that include: oily scalp, premature hair loss, hereditary hair loss, male pattern hair loss, female pattern hair loss, post-natal hair loss, patch baldness, ring-shaped hair loss, Mediterranean hair loss, greying hair, dandruff, sensitive scalp, and scalp infections. The healing properties of exquisite Chinese herbs, harnessed with advanced Western technologies, continue to benefit those who utilise the company’s products and services. Over the past 33 years since 1984, Yun Nam has enjoyed enviable market success as the number one brand for hair and scalp remedies. Serving people from all walks of life, Yun Nam’s herbal remedies continue to garner recommendations from its vast network of customers from Singapore and abroad.
ACHIEVEMENTS Yun Nam Hair Care is a pioneer in using herbal remedies to treat various hair and scalp conditions, without undesirable side-effects. Its original formulations — proven to be both fast
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SUPERBRANDS VOLUME VIII
and effective — have won the trust of clients who have resolved pesky hair problems and regained healthy hair growth. The brand’s trademark remedies and treatments are derived from pure herbal extracts, and produce an efficacy rate of 98.7% in resolving hair and scalp problems. These results-oriented treatments are essential to Yun Nam’s ongoing success. The high level of performance has earned the recurring acclamation of customers who associate Yun Nam with outstanding quality: professionally trained, competent staff who display an in-depth understanding of different hair conditions. The company’s keen industry knowledge and proven track record are further complemented by its primary brand value — reliability. This is reinforced by an ability to remain highly relevant as a service provider capable of responding to rapidly evolving consumer segments. In a research survey carried out over three years by AC Nielsen Singapore, Yun Nam Hair Care was voted 8.5 times more popular, and 81% more effective than its competitors. These results demonstrate the loyalty and trust customers have for its specialised range of herbal treatments. In another Hair, Face and Body Brand Awareness survey, conducted by Connecting Insights Consultants, Yun Nam was awarded Singapore’s Most Effective Hair Care Brand; Most Trusted Brand; No.1 Customers’ Recommended Brand; and No.1 Recognised Brand, for the seventh consecutive year.
The company differentiates itself from competitors even further, by featuring real-life testimonials of actual customers in its marketing communications. This includes ordinary individuals who have successfully overcome their hair and scalp problems. Yun Nam’s approach has helped it forge strong trust with customers and uphold the solid reputation it has earned.
HISTORY Yun Nam has grown from a modest outlet in Bukit Timah Plaza in 1984, to a flourishing business, and leader in Chinese herbal hair care solutions. For many years, the company collaborated with BioScience Research USA to derive highly effective hair loss solutions, specially formulated for Asian hair. Following extensive research and development, the Bioherbalogy Hair Care System was created — a cutting-edge formula that treats hair loss problems according to age and hair condition. The system enables Yun Nam to deliver optimal, long-lasting hair restoration results. The brand has also entered into research agreements with the Chinese Nutraceutical Association (PRC), and the Hair Research & Information Centre (U.S.), for continued studies related to herbal hair and scalp remedies.
PRODUCT Research, creativity, continued product development, and business expertise have helped sustain Yun Nam Hair Care as the leading source for hair loss remedies. Its success can
BRAND VALUES
also be attributed to a results-oriented approach that includes advanced hair and scalp scanning technologies, problem diagnoses, treatments, special care products and supplements developed to target specific problems. Yun Nam’s unique herbal methodology dates back many years, and its extensive knowledge of traditional medicine ensures the most suitable Chinese herbs are incorporated into its hair treatment products. Carefully blended to maximise the enriching properties of herbs such as Ginseng, Danggui, and He Shou Wu, Yun Nam’s products include ginseng shampoos, jasmine conditioners, and custom-made hair tonics. The products are gentle, mild, and suitable for even the most sensitive scalp. The company’s experienced hair care professionals also play a major role in the brand’s success by consistently delivering high standards of service. This includes one-on-one consultations, and a commitment to follow the customer throughout their entire customised treatment programme.
RECENT DEVELOPMENTS At the forefront of the company’s ongoing activities are plans to continue expanding and enhancing its hair restoration technologies. It will also upgrade the expertise of its hair care professionals and further elevate levels of customer service. As part of Yun Nam’s 2006 re-branding efforts, it revitalised the look of its outlets with a colour make-over that imbues increased modernity, and that appeals to evolving customer segments. The brand colours were redesigned in orange and brown to symbolise the therapeutic essence of natural herbs and healing. Brown was selected to represent neutrality, nature, wholesomeness and herbal essences, while orange was chosen to denote vibrancy, good health, intensity and healing. There are currently nine Yun Nam outlets in Singapore.
PROMOTION With the help of an integrated marketing communications programme, Yun Nam reaches customers in Singapore and Malaysia with television programmes; commercials; press and print ads; the internet; road shows; and through participation in consumer fairs and branding campaigns. This strategic approach has helped to expand its client base, and increase its market value. In July 2006, Yun Nam commissioned a series of television programmes, featuring reallife testimonials of customers who experienced distinct improvements in hair and scalp problems following herbal treatments. The Chinese Infotainment programme, called Beauty Experts, was a breakthrough in the arena of personal grooming. It profiled successful cases; detailed procedures of Yun Nam consultations and treatments; and shared the “do’s and don’ts” of hair care. The programme solidified the favourable brand perception of Yun Nam, and sparked a tremendous increase in enquiries on the brand’s hotline. Successful sequels (Beauty Experts 2 through 5) were broadcast from 2007 to 2009, and were equally well-received. To cater to the English-speaking consumer market, Yun Nam commissioned a four-part series, Mind Your Beauty, in 2008. Efforts to target the younger generation were achieved through the adoption of game formats within the television programmes. From islandwide hunts, to fun-filled quizzes, participants of “I am Perfect” highlighted the value of hair care and herbal remedies. Extensive press advertisements in national newspapers were run in tandem with the broadcast of Yun Nam’s commissioned programmes. The advertisements, reinforced with testimonials, educated readers about causes for hair problems, and about effective treatments with lasting results. Yun Nam’s advertisements continue to be designed as eye-catching, informative and highly relevant.
As a brand that continually adapts to consumer needs and demands, from its founding years through to the present, Yun Nam Hair Care has developed a reputation for innovation, creativity, and dedication. The company’s primary brand elements of reliability, effectiveness, and personable service are augmented with ongoing research and development; marketing; and specialised training for its hair care professionals. Branding campaigns have also been an important part of marketing communications, and have helped facilitate the promotion of greater brand recall. Yun Nam’s overreaching goals are to be a leader in the in¬ternational world of personal grooming, and to be at the forefront of market trends in hair and scalp care. Its strong business acumen, professionalism, and dedication to serving the needs of customers, will help ensure continued growth in market share.
www.yunnamhaircare.com THINGS YOU DIDN’T KNOW ABOUT YUN NAM t 5P EBUF UIF DPNQBOZ IBT NPSF UIBO 300,000 satisfied customers. t *U XBT UIF mSTU QSPGFTTJPOBM IBJS DBSF facility in Singapore to use 100% natural herbs in its hair care formulas. t 5IFCSBOEVTFTFYRVJTJUF$IJOFTFIFSCT such as Ginseng, Dang Gui, and He Shou Wu. t )BJS DBSF QSPGFTTJPOBMT BOE DVTUPNFS service consultants employed by the company, undergo extensive training to increase job knowledge. These training sessions also include Go the Extra Mile (GEM’s) and leadership workshops.
SINGAPORE’S STRONGEST BRANDS
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ACHIEVEMENTS Yun Nam Hair Care is a pioneer in using herbal remedies to treat various hair and scalp conditions, without undesirable side-effects. Its original formulations — proven to be both fast
84
|
SUPERBRANDS VOLUME VIII
and effective — have won the trust of clients who have resolved pesky hair problems and regained healthy hair growth. The brand’s trademark remedies and treatments are derived from pure herbal extracts, and produce an efficacy rate of 98.7% in resolving hair and scalp problems. These results-oriented treatments are essential to Yun Nam’s ongoing success. The high level of performance has earned the recurring acclamation of customers who associate Yun Nam with outstanding quality: professionally trained, competent staff who display an in-depth understanding of different hair conditions. The company’s keen industry knowledge and proven track record are further complemented by its primary brand value — reliability. This is reinforced by an ability to remain highly relevant as a service provider capable of responding to rapidly evolving consumer segments. In a research survey carried out over three years by AC Nielsen Singapore, Yun Nam Hair Care was voted 8.5 times more popular, and 81% more effective than its competitors. These results demonstrate the loyalty and trust customers have for its specialised range of herbal treatments. In another Hair, Face and Body Brand Awareness survey, conducted by Connecting Insights Consultants, Yun Nam was awarded Singapore’s Most Effective Hair Care Brand; Most Trusted Brand; No.1 Customers’ Recommended Brand; and No.1 Recognised Brand, for the seventh consecutive year.
The company differentiates itself from competitors even further, by featuring real-life testimonials of actual customers in its marketing communications. This includes ordinary individuals who have successfully overcome their hair and scalp problems. Yun Nam’s approach has helped it forge strong trust with customers and uphold the solid reputation it has earned.
HISTORY Yun Nam has grown from a modest outlet in Bukit Timah Plaza in 1984, to a flourishing business, and leader in Chinese herbal hair care solutions. For many years, the company collaborated with BioScience Research USA to derive highly effective hair loss solutions, specially formulated for Asian hair. Following extensive research and development, the Bioherbalogy Hair Care System was created — a cutting-edge formula that treats hair loss problems according to age and hair condition. The system enables Yun Nam to deliver optimal, long-lasting hair restoration results. The brand has also entered into research agreements with the Chinese Nutraceutical Association (PRC), and the Hair Research & Information Centre (U.S.), for continued studies related to herbal hair and scalp remedies.
PRODUCT Research, creativity, continued product development, and business expertise have helped sustain Yun Nam Hair Care as the leading source for hair loss remedies. Its success can
BRAND VALUES
also be attributed to a results-oriented approach that includes advanced hair and scalp scanning technologies, problem diagnoses, treatments, special care products and supplements developed to target specific problems. Yun Nam’s unique herbal methodology dates back many years, and its extensive knowledge of traditional medicine ensures the most suitable Chinese herbs are incorporated into its hair treatment products. Carefully blended to maximise the enriching properties of herbs such as Ginseng, Danggui, and He Shou Wu, Yun Nam’s products include ginseng shampoos, jasmine conditioners, and custom-made hair tonics. The products are gentle, mild, and suitable for even the most sensitive scalp. The company’s experienced hair care professionals also play a major role in the brand’s success by consistently delivering high standards of service. This includes one-on-one consultations, and a commitment to follow the customer throughout their entire customised treatment programme.
RECENT DEVELOPMENTS At the forefront of the company’s ongoing activities are plans to continue expanding and enhancing its hair restoration technologies. It will also upgrade the expertise of its hair care professionals and further elevate levels of customer service. As part of Yun Nam’s 2006 re-branding efforts, it revitalised the look of its outlets with a colour make-over that imbues increased modernity, and that appeals to evolving customer segments. The brand colours were redesigned in orange and brown to symbolise the therapeutic essence of natural herbs and healing. Brown was selected to represent neutrality, nature, wholesomeness and herbal essences, while orange was chosen to denote vibrancy, good health, intensity and healing. There are currently nine Yun Nam outlets in Singapore.
PROMOTION With the help of an integrated marketing communications programme, Yun Nam reaches customers in Singapore and Malaysia with television programmes; commercials; press and print ads; the internet; road shows; and through participation in consumer fairs and branding campaigns. This strategic approach has helped to expand its client base, and increase its market value. In July 2006, Yun Nam commissioned a series of television programmes, featuring reallife testimonials of customers who experienced distinct improvements in hair and scalp problems following herbal treatments. The Chinese Infotainment programme, called Beauty Experts, was a breakthrough in the arena of personal grooming. It profiled successful cases; detailed procedures of Yun Nam consultations and treatments; and shared the “do’s and don’ts” of hair care. The programme solidified the favourable brand perception of Yun Nam, and sparked a tremendous increase in enquiries on the brand’s hotline. Successful sequels (Beauty Experts 2 through 5) were broadcast from 2007 to 2009, and were equally well-received. To cater to the English-speaking consumer market, Yun Nam commissioned a four-part series, Mind Your Beauty, in 2008. Efforts to target the younger generation were achieved through the adoption of game formats within the television programmes. From islandwide hunts, to fun-filled quizzes, participants of “I am Perfect” highlighted the value of hair care and herbal remedies. Extensive press advertisements in national newspapers were run in tandem with the broadcast of Yun Nam’s commissioned programmes. The advertisements, reinforced with testimonials, educated readers about causes for hair problems, and about effective treatments with lasting results. Yun Nam’s advertisements continue to be designed as eye-catching, informative and highly relevant.
As a brand that continually adapts to consumer needs and demands, from its founding years through to the present, Yun Nam Hair Care has developed a reputation for innovation, creativity, and dedication. The company’s primary brand elements of reliability, effectiveness, and personable service are augmented with ongoing research and development; marketing; and specialised training for its hair care professionals. Branding campaigns have also been an important part of marketing communications, and have helped facilitate the promotion of greater brand recall. Yun Nam’s overreaching goals are to be a leader in the in¬ternational world of personal grooming, and to be at the forefront of market trends in hair and scalp care. Its strong business acumen, professionalism, and dedication to serving the needs of customers, will help ensure continued growth in market share.
www.yunnamhaircare.com THINGS YOU DIDN’T KNOW ABOUT YUN NAM t 5P EBUF UIF DPNQBOZ IBT NPSF UIBO 300,000 satisfied customers. t *U XBT UIF mSTU QSPGFTTJPOBM IBJS DBSF facility in Singapore to use 100% natural herbs in its hair care formulas. t 5IFCSBOEVTFTFYRVJTJUF$IJOFTFIFSCT such as Ginseng, Dang Gui, and He Shou Wu. t )BJS DBSF QSPGFTTJPOBMT BOE DVTUPNFS service consultants employed by the company, undergo extensive training to increase job knowledge. These training sessions also include Go the Extra Mile (GEM’s) and leadership workshops.
SINGAPORE’S STRONGEST BRANDS
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85
