Liquid Keratin needed inroads into the African American and Latino community to market their line of ammonia-free keratin hair treatment products. Market research directed a strategy focused on direct-to-consumer and stylists with a large African American and Latino clientele.
- For stylists, my team developed a traveling exhibit for hair shows like the Bronner Brothers hair show in Atlanta. The exhibit showcased the product and actual models demonstrating a before-and-after example with their actual hair.
- Direct-to-consumer tactics included developing interactive social media content and advertising. In addition to social, a series of print ads were developed for placement in popular targeted magazines.
