What is the Essence?

True am not the primary target audience, but I could not but notice the awkward TVCs (to say the least) of Herbal Essences’ shampoo. I’m not able to comprehend their communication strategy, thus unable to decipher the product’s positioning (apparently the line after checking the web site is The Great Escape!). Conducting “domestic” dipstick survey amongst women, they seem to share the same feeling. One thing to their credit though, the brand is certainly being consistent in the chaotic/all over the place style of the recent TVCs.