Salon Selectives Microsite

Client: Salon Selectives
Salon Selectives, the once-popular brand that made women of the 1980s and 1990s feel like they just stepped out of a salon, was reintroduced on March 1, 2008, after being acquired by Select Beauty Brands, LLC.

Marketing Objectives:
Announce to women that the brand is back with a new “customization” positioning and generate trial.

The Challenge:
How can the brand standout in a category dominated by well-known, well-funded brands owned by Unilever and Proctor and Gamble?

The Solution:
To complement the TV campaign, we created a Microsite at www.salonselectives.com, featuring the “Hair Care Customizer” that recommends a personalized hair care solution for any hair type under any condition.

The Microsite also encourages women to download to their desktops or profile pages a “Hairometer” widget that provides customized hair care tips based on local weather – as well as targeted Salon Selectives offers.

A community section has also recently been launched where women can pose questions to a Salon Selectives hair expert and discuss hair care challenges among their peers.

The Result:
While the campaign is just underway, early returns are showing significant Microsite traffic and coupon downloading, which is translating to high trial rates in key markets.

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Mar 09
Posted by: Site Admin on March 9, 2008 Topic:
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2 responses to Salon Selectives Microsite

Anonymous

This might be the worst advertising blog on the web. Is there any actual, useful content on this blog? It looks like a poor attempt to get your agencies name out there. Either make this blog serious, or cancel it completely. A one paragraph post that about CBS's earning, or an incomplete, poorly written case study about Elf Yourself is not interesting to anyone. This Salon Selectives case study seems like it only serves the author, and doesn't provide any good knowledge to the reader. What a waste of this great domain name...

Mitsy

I hope the brand does well. Personally, I'm a little sick of brands being discontinued and then letting only a couple brands dominate the shelves at our local W-Mart. I think there needs to be a wide variety of choice, but I don't think some brands should get double or triple shelf space. Same thing happens in the cosmetics dept. I won't buy Revlon because they had previously "ousted" some of the competition out of the store. Interestingly enough though, Revlon must not be doing so hot anymore because Maybelline and Loreal are getting bigger displays than Revlon now has. Let the customer have the choice!