James Brown London Hair Care - Branding

JBL BACKGROUND

In the past 15 years James has worked on numerous high-profile fashion shoots,campaigns and catwalk shows, with and without Kate Moss. In 2001 he was named the Elle Magazine Style Awards Hairdresser of the Year. In 2009 James introduced Scandalous, his second hair product range sold exclusively at Boots. As a much-loved confidante to his a-list girlfriends, James has had the experience of being in the thick of many girls’ nights out and has used this to create this range of cool, confident and sassy products.

In order to launch James Brown London as a new and exciting hair care range we developed two separate briefs:

1. To develop an emotional connection between women and the Scandalous brand

2. To establish the expertise and credentials of the man behind the brand

Brief One - Scandalous

OPPORTUNITY

The UK hair care market has been underdeveloped with the main focus on adults and babies/small children. Although in the general beauty category there are products focused on teens/young adults the majority of these are make-up related and not hair care. The opportunity here is to position Scandalous as a young adult/ teen hair care brand.

INSIGHT

Beautiful sexy hair is like putting on a superhero suit - it instantly makes you feel invincible to the world while simultaneously makes you appear more attractive to men

BENEFIT

Scandalous gives you beautiful shiny hair

PROPOSITION

Sexy Scandalous hair brings out the man-eater in you

SUPPORT

Shiny, glossy hair that creates a dazzling shine and delivers a layer of spicy, sensual perfume to ensure your hair has that head-turning 'wow' factor

TARGET AUDIENCE

18 –24 year old women who are:

- James Brown

OPPORTUNITY

To establish James Brown as a leader and industry expert in hair care and fashion styling

INSIGHT

BENEFIT

James Brown's hair care products leave your hair clean, shiny, and healthy looking and his fashion styling expertise keeps your look current and on-trend

PROPOSITION

SUPPORT

James Brown is an award winning stylist who creates envy worthy hair for models and celebs, and now he's sharing his years of expertise and tips on how to keep your hair healthy and fashionable.

JBL RED CARPET CELEBRITY LAUNCH PARTY

PR & SPONSORSHIP

EXPERIENTIAL

Multi-city bus tour around the UK stopping at night clubs where the target audience prefers to be seen & socialize.

Girls are selected from the dance floor and brought back onto the bus to undergo a JBL styling transformation - before and after photos are taken and posted on JBL website, facebook & twitter pages

SOCIALMEDIA & DIGITAL

First branded hair care app providing insights into how to properly use the products to achieve JBL's signature looks as well as added content such as JBL's favorite songs, London shopping, nightlife and dining. GPS locator to the nearest Boots to buy his products and location of his salon.

Entire campaign is promoted via twitter and facebook with regular updates on JBL's interviews, the launch party and tour dates, as well as customer photos.

PRINT & ADVERTORIAL