Project: The Haircare Giant
HENKEL
Multinational consumer goods giant Henkel wanted to bring together a dozen of its haircare brands (Schwarzkopf, Joico, Kenra, and others) to create a new multi-brand loyalty rewards program. The first-of-its-kind program for Henkel’s thousands of salons and hairstylists across Canada needed a name, an identity, and a structure. Working together with a partner agency, we created a unique product offering ready to change the market.
Naming + brand identity
NAMING
The client needed a name for its new multi-brand loyalty program. The challenge presented was to introduce a new brand name that would act as an umbrella for a dozen sub-brands, would at least allude to the parent company Henkel, and feel authentic. Presented with several quality options, the client was delighted to select Club H.
VERBAL BRANDING
We facilitated discovery sessions with a large team of internal stakeholders, as well as user interviews with salon owners and stylists across Canada, to nail down the identity of the new umbrella brand. The result was a verbal identity (vision statement, mission statement, guiding principle, value proposition, positioning statement, brand tone and voice) that resonated across the board.
Marketing + analysis
COMPETITOR ANALYSIS
We sourced, reviewed, signed up, and analyzed as many competitor loyalty programs (in the haircare industry and elsewhere) to help our clients understand best practices, differentiators, opportunities, and risks.
AUDIENCE INTERVIEWS
To ensure we were creating a program that would appeal to the client’s audience, we did the logical thing and arranged a series of interviews with stylists and salon owners at different stages of their careers. We relied heavily on these first-person interviews to support our strategy and lead us directions that mattered to the audience.
GO-TO-MARKET STRATEGY
Have created the brand, the name, the messaging, and having conducted user interviews and market analysis, we put together a series of early stage objectives and activations as a go-to-market strategy to help the client hit the ground running.