Bee & Gee is a multiproduct, multibrand, packaged goods company with a significant presence in the personal care and grooming category. Within each product category, it has numerous brands that sometimes compete with each other, such as different shampoo brands marketed to consumers in multiple countries. In the U$.$S$.$ market, for example, all four of Bee & Gee$$s shampoos are successful brands.

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The advertising for each of Bee & Gee$$s four shampoo brands is handled by separate advertising agencies. The four brand managers who are responsible for the shampoo brands report to the Hair Care category manager at Bee & Gee, Julia Apple, who sits in on the campaign strategy meetings for the shampoos. In a campaign strategy meeting, the advertising agency presents concepts and themes being developed for each brand$$s campaign. Julia was reflecting about the ideas presented for each of the four shampoo brands.

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An important part of the creative strategy is determining the central theme or the major selling idea of the ad campaign. According to A$.$ J$.$ Jeweler, the major selling idea is the distinctive element about the product or service. This claim should contain the most meaningful appeal to the target audience and should be strong enough to remain the central issue in every communication in the campaign.

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Read the case and answer the questions that follow.

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The four brands in Bee & Gee$$s shampoo category are Fansheen, Hair & Neck, Herb Essentials, and Brilette. Each of these shampoo brands target different consumer segments and have varied brand histories. A summary of the campaign strategy meetings of each is provided in the following paragraphs.

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Fansheen is the oldest of the four brands in Bee & Gee$$s shampoo category. It is targeted primarily toward women aged $3060,$ whose primary concern is to nourish their hair. The advertising agency$$s creative idea for the fall campaign was based on the dissatisfaction that women feel when their hair is dull and damaged, contrasting with an overwhelming sense of happiness after Fansheen improved their hair to make it strong and beautiful.

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Hair & Neck is the most popular antidandruff shampoo in the market. As the clear leader in market share and share$-$of$-$voice in the category of nonprescription medicated shampoo, the agency$$s $$big idea$$ for the fall campaign was based on the leadership stance that Hair & Neck enjoys in the marketplace. By highlighting this position, the agency hoped that consumers will identify Hair & Neck as the definitive category leader in their mind.

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Herb Essentials is a shampoo targeted at teenagers and young adults ages $1629.$ It has a low market share and competes in a very fragmented market. The advertising agency$$s big idea for the fall campaign was based on the lifestyle of teenagers symbolized by their carefree attitude and their energy.

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Brilette is a shampoo targeted at males ages $2445,$ and is the newest brand in Bee & Gee$$s portfolio. Historically, this market segment was not well defined, with many unisex shampoo brands competing for the male shampoo user. This segment has only recently seen exclusive for$-$men shampoo brands. The advertising agency$$s big idea for the fall campaign was based on the premise that Brilette was the only shampoo in the category exclusively targeted to men. The agency believed this exclusive benefit for the target segment made the brand distinct in a marketplace with many competing brands which did not have a sole focus on men.

Based on the agency's proposed big idea, which of the following approaches best describes the basis for the big idea for Fansheen?