A lot of similar products are on the market. In fact, some are basically the same thing, only with a different logo. So why do you choose one brand of shampoo over the other? Let's be honest, they all clean your hair. Maybe you choose certain things out of habit because you've been using them since you were little. Or, maybe your purchase decisions reflect how the brand positions itself in the marketplace.
Let's go over a couple of companies that are doing things to separate themselves from similar brands. The separation circles around one common factor: emotion.