Marketing is an essential part of moving products in the competitive hair care market, according to industry insiders. From launching an indie brand to making products stand out on the drugstore shelf or at the salon, hair care experts shared tips on how to boost brands at the HBA Global Expo session, A Focus on Hair Care.
Leading the pack was Corrie Turner, director of integrated communications for Redken/Pureology. In her eight years at L’Oréal, she has been an integral part in the strategic planning of all trade communications efforts for Redken and Pureology including print advertising, public relations, industry brand events and trade show marketing. Driving consumers to local salons through print advertising in top beauty/fashion publications, experiential marketing events and online video is also a key component of the annual communications plan there.
Turner’s presentation focused on walking the attendees through how Redken communicates the Fashion Week trends each season to both consumers and stylists through different media vehicles, as well as touching on social media channels like Facebook and Twitter.
In 2010, she developed the first Redken “Stylist Guide to Fashion Week” and executed the production of Redken’s online how-to video series, “The Hair Files,” reaching almost one million viewers. L’Oreal selected Turner to attend The Fashion Institute of Technology in Fall 2011 to receive her Masters degree in Cosmetic and Fragrance Marketing Management.
One of the highlights of the session were the style reports from Redken’s creative consultant, Guido.
“This season was all about a strong woman and a rich, romantic glamour—but also a little decadence, too,” noted Guido in the information that went out on Spring/Summer 2011 Fashion Week. “We saw everything from small, minimalist head shapes to full, flouncy curls and waves.”
The report also touts “essential products” to obtain the runway looks, such as the new Fashion Work 12 Versatile Working Spray and Pure Force 16 Non-Aerosol Fixing Spray.
“The designers and Guido work closely together in advance of the runway show to ensure that the hairstyle complements the clothes of the season and embodies the look that the designer is trying to convey with that season’s collection,” said Turner. “Then, consumers and stylists can take these looks as inspiration and modify them for more wearable styles.”