Client Concern: When established haircare brand Design Essentials launched a standalone line for consumers with naturally curly hair textures, they relied on Brainchild as their longtime agency of record to help get the word out on the collection. Drawing women together to learn more about the care and maintenance of natural hair through a series of gatherings designed to promote the use of the Design Essentials Natural line.
Brainchild Marketing Mix: Drawing on established relationships with online influencers, Brainchild secured personalities for the “Curls and Conversations” campaigns across multiple cities. Drawing together panels of rock star bloggers paired with master educators from the Design Essentials network to speak to specific haircare concerns and provide specialized product recommendations, the events took place at consumer expos nationwide. Resulting media placements and increased awareness helped to establish the Design Essentials Natural line as one of the top selling ethnic products sold in Ulta, Target, Sally and Walgreen’s.