HAIR

Sebastian Professional is an established brand that had seen its relevance and market share decrease over a 10 year period: focus groups revealed that most customers were aware only of one product in their vast line. An intensive brand re-invigoration was undertaken, and I was hired through a small agency to help create a year-long marketing initiative to speak to stylists who shop at Beauty Systems Group stores (notably Sally Beauty and CosmoProf). I created three campaigns based on an already crafted brand look: one introducing the new branding, one the vast product offering, and one that expounds the new brand feel by conveying the message that ‘on-set’ professional stylists use these products.

One of the biggest challenges for Procter & Gamble Professional hair products is getting stylists to try new products: one bad hair styling can lose a client for life. As part of an extended engagement with a small agency servicing Procter and Gamble, I worked extensively to create salon communications and shelf graphics for Wella’s hair color lines, and their new CARE3+ STYLE line of products. In addition to working with provided imagery and graphic elements for incremental marketing, I designed flexible shelf systems that could be implemented in different retail environments yet provide easy navigation to specific products within a vast offering. Complex merchandising was supported with paper and digital plan-o-grams for multiple retail venues were created to outline proper product and signage placement.

Nioxin, a highly customizable styling solution for people with thinning hair, was acquired by Procter & Gamble. Working with a small agency, we were tasked with promoting the product to stylists, creating in-salon buzz, and to create a shelf system for making it easy for consumers to find the right products for their specific needs.