PANTENE RELAXED & NATURAL

Influencing the Beauty Influencers

 

Pantene's goal was to make the brand relevant to African-American women. We did this by positioning the brand as a hair care authority for women with textured hair, and by establishing relationships with African-American hair stylists. The challenge was that Pantene is not a professional salon brand. So how did we get stylists involved? We created The Pantene Academy of Science and Style, essentially an advisory board of 13 influential black women (skin care, hair care, fashion, fitness, entertainment, education, lifestyle and research experts) who were dedicated to celebrating the diversity of beauty among women of color. The board served to provide information, trends and tips to beauty and health media. Additionally, we produced a professional and student hair show competition: The Pantene® Relaxed & Natural Hair-Topia, and toured five markets where the brand saluted top local African-American stylists and industry legends. We also curated and produced an exhibition of historic black hair care artifacts. In the end, we created a proprietary database of close to 5,000 professional stylists and salon owners, and built sustainable relationships by directly reaching them via mobile alerts, email and postcard mailings and promotions. All totaled, we generated outstanding media coverage and outperformed the competition in editorial share of voice and quality scores.

 

DR. SUSAN TAYLOR'S RX FOR SKIN OF COLOR

Taking the Guess Work Out of Skin Care

 

We provided counsel and insights to Dr. Susan Taylor, an esteemed dermatologist specializing in skin of color, on all areas of brand development from design, packaging and distribution. Her tiered skincare regimen is now in Sephora. The collection is aggressively supported by LT with direct outreach to general marketing and multicultural beauty and health editors representing, African-American, Hispanic, Indian, and Asian publications.

 

SALLY BEAUTY

Tips & Tools for Success

 

For Sally Beauty, one of the nation's largest beauty and barber supply chains, we position the brand as a leader in upcoming trends to professional stylists. Lippe Taylor conducts all media outreach and has successfully secured placements in long lead general market and African-American targeted books, featuring the tools and products available exclusively at Sally Beauty.