Revlon
BE SOCIAL
Brand strategy
Digital communication
Brand experience
Audiovisual
Revlon is an American company with more than 70 years of experience in the world of beauty. Present in more than 170 countries, it is the mastermind behind prestigious brands such as Revlon, American Crew, Elizabeth Arden and CND.
The company has been working closely with hairdressers for over 80 years, innovating in product development and offering beauty salons ways to improve profitability, encourage their teams of stylists, increase traffic to the salon, and build customer loyalty and offer rewards.
To be salons’ number-one choice for purchasing, Revlon Professional launched attractive promotions for their customers through exclusive services and resale products, with the aim of boosting sales.
STRATEGY
After years of implementing this type of marketing scheme, at Eliptic, we questioned whether these promotions were still perceived by professionals as effective and business-generating.
Our proposal was to reinforce Revlon’s partner positioning among professionals in beauty salons, reaffirming and elevating the company’s values. By definition, a partner is someone who is always by your side, taking care of you from the inside out, so that you can develop your full potential.
So this idea was materialised in an internal action that had an impact on the root of each salon’s business.
After analysing the different needs of beauty salons, we could see one imperative – digital marketing and social media. Despite the fact that the vast majority, more than 80% of the sector, consider social media to be the perfect channel for attracting and retaining customers, only 60% are actively pursuing this, with most admitting they lack the necessary know-how.
Be Social
To reverse the situation, we created an exclusive online master class with Flor Terbeck, online marketing expert, so that stylists could learn all the strategies to project a professional, trustworthy image, attract more clients and increase their business volume.
We launched a practical training course, divided into 4 knowledge pills, fully customised in the sector, with real cases and practical exercises.
Eliptic Group took care of the filming, coordination and creative conceptualisation of the staging.