L'OREAL X SCAD
During the 10-weeks, our team researched the landscape of hair-care, influencers, and the professional/consumer relationship; through that, we recognized Redken needed to change the way they communicated through their content and platforms. Our team pitched two campaigns to Redken that included influencer recommendations, launch timelines, product suggestions, and digital assets supported by a process book and website that housed all the research.
SCAD partnered with L’Oreal-owned, professional hair-care brand, Redken to research and develop campaign products and strategies that utilized digital natives and social platforms.
Savannah Walker, Julia Morgan, Caroline Cook, Savannah Newman, Juliana Munera, Phoebe Poole, Ryan Kane, Amira Hatlani, Rebecca Robinette, Julia Greene, Namitha Achandira, Nicole Kurtz, Austin Josey, Christina Fields, Tayla Ederesinghe, Shanna Dunlap.
Nicole Kurtz and I were chosen to travel to Redken HQ in NY for a weekend to gain a greater understanding of our brief, tour facilities, and begin our team's research.
Beyond that, I was able to create the website that housed all of our final concepts as well as all of our research. I created the outline, site architecture, and wireframes for the site. I also was design support for the process book and presentations.
The website was an opportunity to share our team’s research and concept development with Redken’s team across the globe. It was presented to the client during the final presentation in partnership with the process book and presentation.
Our team spent the first 5 weeks researching to understand the landscape and stakeholders involved in our brief. We reached out to Redken's current audience, digital influencers, hair care professionals, and their intended audience.
After our four weeks of research we pulled out important trends and opportunities and synthesized it into six main pillars to guide and structure our concepts moving forward.
Social media platforms support Interaction between consumers, influencers and brands.
VALIDATION OF HYPE
The “hype” behind a product can only be validated by how innovative and effective the product is.
Authenticity is the driving force that inspires trust in relationships.
Brands should promote, but not force, inclusivity in order to ensure that their message reaches a diverse array of consumers.
Instagram inspires it’s users by creating and sustaining relationships between consumers, brands and influencers.
PRIDE AND OWNERSHIP
Influencers should feel pride and ownership towards their collaborations with brands.
To learn more about Redken's resources and capabilities, we toured offices, manufacturing facilities, and testing labs. Being able to see the spaces in person and to talk to people involved in the pipeline gave us a solid understanding of opportunities and limitations.
After 5 weeks of research and client feedback, we pushed into execution mode. At the end of the 10 weeks our team came up with two campaign strategies that utilized different platforms, tone, products, and communication styles.
Redken's immediate feedback was that although one concept was what they asked for and more traditional, they were excited about the second campaign and the new conversations it would open for them. They took our research and pitch tools back to HQ and will continue to develop their next step utilizing the research and outcome of our partnership.
One of our final deliverables to the client was a process book – outlining our final concepts and well as our research that validates them. Julia Morgan was the design lead while I assisted. After we completed the process book, I took the outline and visual assets and created the website as well.
THE DREAM TEAM
Professor in Advertising
Moss Point, MS
Fashion Marketing & Management
Lake Worth, FL
Luxury & Fashion Management
Philadelphia , PA