CASE STUDY

Without a doubt, the most demanded hairdresser service is hair coloring. It is a technical service that is highly appreciated by women who aspire to appear younger by covering grey hair.

For over 25 years the market has continued growing at an international level due to the close association between hairdressers and manufacturers who have been able to improve products, processes and techniques significantly.

However, the specialization and proliferation of new products creates some confusion at the same time that hair dyes for home use have also evolved. As a consequence, the market has been saturated with endless ranges, some with more than 100 different shades causing a lower Awareness of the brands.

The cosmetics company Eugene Perma Paris was looking for a remedy to put emphasis on their hair coloring brands (Carmen Ultime, Yzaé, Solaris, …) helping their salons position themselves as leaders in hair coloring.

After conducting a market research with hairdressers and end users, a new strategy was defined in order to acquire new customers and setup loyalty programs to retain existing clients.

A new Color Expérience concept was created by developing a unique visual identity encompassing all coloring products with a 360º communication strategy.

An exclusive space dedicated to coloring was designed to help the hairdresser position themselves as Hair Color Specialist by providing a whole battery of materials such as Retail Merchandising, Digital Signage, Tools, Digital Campaigns, POS, Color Bar, decoration and an exclusive App.