Growing Professional Hair-Care Brands in Russia
Integrated development of two Italian professional hair-care brands across digital, PR, social media, content, websites, events, professional community relations, clients and distributors.
Develop two Italian professional hair-care brands in the Russian market and build an integrated communication system for professionals, partners, distributors and end consumers.
Key objectives
The professional hair-care market requires communication with several audiences simultaneously:
Brand communication must maintain professional credibility, strengthen industry relationships and remain accessible and attractive to the end consumer.
Offline communication also plays an important strategic role through professional exhibitions, industry events, presentations and proprietary brand events.
Offline communication was an essential part of brand development and professional audience relations.
Organization of Selective Professional and Barex participation in professional exhibitions and major beauty industry events.
The work included brand presence concepts, communication materials, professional audience engagement and communication before, during and after each event.
Production of large-scale Selective Professional and Barex events for clients, partners and distributors.
From concept and program development to venue management, contractors, visual identity, communications and guest coordination.
Development of official brand accounts, content strategy, visual communication and audience engagement.
Development of Selective Professional and Barex websites as brand and information platforms.
Product, expert, educational and image-building content for professional and consumer audiences.
Relations with media, beauty professionals, influencers, opinion leaders and partners.
Built a consistent communication system for professional audiences, partners, distributors and consumers.
Developed owned digital channels including social media and brand websites.
Built a structured ecosystem of expert, product, educational and image-building content.
Integrated the brands into the professional beauty industry through exhibitions, events, partnerships and expert community relations.
Produced proprietary large-scale brand events for clients, partners and distributors.
The work with Selective Professional and Barex is an example of integrated long-term development of professional beauty brands.
PR, digital, content, social media, websites, professional industry events and proprietary brand events worked as one connected ecosystem.
This approach supported brand awareness, professional positioning and long-term relationships with clients, distributors and the professional beauty community.
If you need integrated brand development or a communication strategy — let's talk about the task.