Keratin Complex enlisted Rogers & Cowan to promote and boost the brand, develop a social campaign, and amplify a robust PR and event strategy for the launch of the brand’s first-ever all-natural Keratin treatment. The biggest challenge to overcome was to successfully launch an integrated campaign that reached Keratin's multiple audiences.
To launch the new Personalized Blowout smoothing treatment in real time, our agency developed a successful multi-city campaign launched in Los Angeles, Miami, New York and Chicago. These events featured posts from top social influencers and national beauty editors, as well as content captured by our agency to be featured across social. As a result of the Personalized Blow Out Event during Miami Swim Week, we saw growth in followers of 3,000+ as well as a significant 50% increase in engagements, impressions and reach.
Simultaneously with the launch of the campaign, we built out a fresh brand look and feel across all digital to attract a wider demographic, while realigning the brand back to its target audience. This entailed content creation across multiple photoshoots in which we managed creative direction and product placement. We realigned Keratin Complex’s main social pages and created brand social guidelines to be distributed internationally to stylists, salon owners and distributors, in order to create a cohesive voice across the brand as a whole. Through the digital rebranding we saw 300% increase in reach and impressions over 6 months and multiple viral posts with reaches of 318K+.
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