Creating an emotional connection
System Professional was looking to raise brand awareness for their salon exclusive haircare products. Price range, point of sale and complex product breakdown meant customer reach was limited in an already busy high-end retail space.
Due to the scientific characteristics of System Professional's product range – a bespoke combination of haircare products unique to each individual called 'EnergyCode' – the customer understanding of the product was not immediate.
It was clear the right approach was to focus on the benefits of the product – rather than the product itself – in a diverse universe of different types of hair. It highlighted the fact there are 174 million possible product combinations and allowed the customer to learn how to best take care of their hair.
Making it all about confidence and feel good factor – whatever real life's context or type of hair – System Professional has a solution that allows women to have salon hair anytime, anywhere.
As the point of sale was limited to salons and online, we developed a dedicated box with products and brand values sent to each salon - empowering stylists to act as brand ambassadors - and a social media campaign that married the feeling of happiness of having great hair with a soft educational component explaining the product architecture.