Supporting a family run hair and beauty business that has over 100,000 SKU’s aimed at the African/African Caribbean consumer is no easy task. Promoting branded and own label products not readily available in mainstream outlets requires a mix of creative and communication expertise to bring them to the attention and consideration of the consumer.
To create seven new own label brands, implement them into distinct on pack designs and deliver communication campaigns that promoted them across in-store, online, social and email channels was the task we were asked to take on.
We spent time with the senior management team at Pak’s to understand the gap in the market that these products would fill and the benefits they would deliver to the consumer. Next, we undertook an evaluation of the competitors in each category to better understand the value proposition of the alternative products available to the consumer. We then crafted the rationale, brand story and compelling plan for each of our fledgeling brands. Only then did we begin the design and implementation phase of the project.
The campaign activity then became a direct extension of the brand development stage enabling the production and delivery of communications that would inform, educate and excite consumers through each channel required.
A year after launch all the new brands are flourishing and have captured market share. Rates of brand awareness are increasing as are product trial and repeat purchases. We are now developing dedicated websites to support each brand and engage more customers. Further line extensions are planned, and we are looking forward to nurturing the brands we created to commercially maturity.