Cream were appointed to revitalise a premium, yet slightly tired hair care brand which had become associated with discount pricing and lower end salon environments across Europe. Through primary research, audience analysis & segmentation, digital advertising testing, and consumer centric creativity the relaunch of Bed Head re-positioned the brand to it’s rightful place in key markets.
Developing across Cream Consulting and Cream Communications, the relationship with the Bed Head team has evolved in line with the changing requirements of the business and the market conditions, grounded in strategic planning but brought to life through best in class media delivery.
Making Bed Head relevant against a backdrop of stiff market competition and neutral or negative consumer perceptions. Retailer & salon relationships were also weak and needed high profile campaigns to aid sales team conversations.
Audience segmentation brought focus to all subsequent communications planning. A combination of panel data, interviews, and market research led us to a simple audience view across high priority salon owners and two consumer groups.
Our media campaign delivered high impact placements in a digital first strategy across Europe, rebuilding brand love for Bed Head, whilst also focussing on the relationships between stylists and their clients.
Iconic talent and influencers across key lifestyle passions of our audiences acted as ambassadors across the campaign period to improve relevancy of the brand’s message.