Helping Bleach London Conquer The World

CREAM

A salon like no other…

From kitchen sink to a generation of pink, Bleach London was the brainchild of hair stylist Alex Brownsell, who turned bleaching and colouring her mates' hair at home into a lifestyle. Spurred on by best friend and business partner Sam, these experiments evolved into a single chair in the corner of a nail bar, followed by an entire salon – the world’s first focused on colour rather than cutting. Its popularity gave them the idea for at-home kits products, so their mates and most regular customers could D-I-Y dye wherever whenever.

AUDIENCE RESEARCH AND IDENTIFICATION

MEDIA PLATFORM PLANNING

MEDIA DELIVERY & OPTIMISATION

MARKETING MEASUREMENT & ANALYSIS

NORTH AMERICA

UK

CHALLENGE

Launch a much loved, strong, British brand in North America through digital channels.

STRATEGY

In depth state by state data analysis was employed to identify key audiences, channels, states, cities, and all relevant creative or content cues.

From initial data-led audience planning, through to media strategy, performance forecasting, & delivery for the US launch of Bleach London, the Cream team supported the brand’s first major foray into North America as part of their roll out in Wall Mart, Cream have overseen state by state media planning & creative guidance alongside digital media implementation through TikTok, Instagram, Google, and Facebook.

RESULTS

Successful launch in North America

Reach & frequency targets exceeded

North American growth target achieved

“Cream always feel very collaborative and like a natural extension of our team. They are dynamic and adaptable which made them an essential agency partner when navigating our brand migration to the US, with all the associated challenges and complexities. I trust their experience and approach and very much look forward to our future work together.”

-BLEACH HAIR

Data driven planning identifies channel, state and city opportunities pre launch.

Brand content and influencer assets were tested state by state against upper and lower funnel objectives to rapidly reach an optimum media and creative mix