Clairol Professional Beauty Care Case Study
Description: Professional Haircolor products for professional salon use
Situation: Launch of Beautiful Collection marketing campaign for both the base line haircolor shades and its new AGS line extension. The key message was a “No Damage” benefit based on African American female consumer insight that most African American women sleep with a silk or satin scarf at night to help preserve hair’s moisture and style. Image Works (IW) was provided with a key visual shot from Clairol Professional’s ad agency and IW did the rest: Off-shelf display, POP shelf talker, goal post signs to sit above shelf gondolas, stylist education brochures for salons & trade shows, etc
Results/Benefits: Assistant Brand Manager, Emi Moreno said “Mark identifies problems & possible solutions with my projects often before I do. For example, there was an issue with a model shot file from the ad agency. Mark immediately knew it would not be suitable for all of my needs. He promptly presented options on how he could fix it and how much it would cost. Then he just took care of it!”
When it was time for Brand, Trade Marketing & Education groups to present this project to their Management Team, everyone was scrambling to put together materials for the “Tabletop Review.” Image Works created mock ups & PowerPoint visuals for every group in VERY fast turn around time.
Products & Services provided in this project: Prepress services, re-touching, creation of mock ups & presentation materials for management, off-shelf displays & all sales collateral materials.
Project Manager comments: “Image Works is very cooperative and they help me interface w/other agencies. Mark took care of the communication with the other agency involved in the project and delivered the finished product. They are great at taking materials from elsewhere and making them work.”
Ms. Moreno closed with “I often get more from Image Works than from other agencies – both internal & external. I love that I can call Mark directly, and I love the website that they created for us so that I can always quickly check the status of all of my projects. This also comes in handy as a historical library of our work. Lastly, I’m impressed by the questions Mark asks. He thinks of things that I never would have.”