Conair is a global beauty brand that wanted to extend an existing product line (that had 25% market share) in a mature market. The new product was very innovative for such a traditional category and COL's team were tasked with:

• How to educate the consumer on product differentiation within theproduct line.

• Determining what the most effective communications strategy was andwhat communication channels to use.

• Not harming what was working well. The existing products in the line weredoing exceptionally well already.

We built the solution in phases. We started by building a solid foundation - researching and developing the marketing brief. We then developed the marketing communications plan. Finally, we executed on the plan:

1. Created assets and copy for a variety of channels - social, digital, print - rangingfrom video to imagery.

2. Updated packaging for the entire product line to improve customer educationand ensure packaging was in-line with a larger Conair re-brand.

3. A full 360 marketing campaign that targeted a particular demographic - 19 to 34-year-old men. Highlights include:

a. Hosted a launch party where media, the fashion industry, and influencerscould learn about the product while having a great time.

b. Timed digital campaign to align with a key buying period - father's day.

• A successful product launch,increasing market share of the entireproduct line from 25% to 30%.

• Had over 75 guests appear at theevent.

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The Challenge

Our Solution

Output

CASE STUDY: Conair Product Launch

• Every major retailer listed the unit.

• Due to the success of the campaign, theunit is going global - other countries arelaunching it too.

Launching a New & Innovative Product

in a Mature Market