FRÉDÉRIC FEKKAI

As the main point of contact between the Agency (Select) and Client (P&G), led the cross-functional team in the relaunch of Frédéric Fekkai to align the brand with its highly experiential Provence-inspired formulas and its “it girl” fashion roots. With a new ‘height of hair seduction’ platform in place, a digital-first marketing strategy was utilized to expand its reach which included launching on Instagram, an optimized e-comm and email approach, a focused paid digital media strategy, and new elevated content that centered soft, flowing hair as a fashion staple. Activations placed the brand at NYFW further cementing its hair as fashion POV.

As a result, the brand saw a +23% lift in sales at retail and +25% online. It was recognized by Glamour.com as one of the top 10 beauty brands to follow on Instagram and jumped fom #39 to #11 on the L2 report. And P&G awarded the Agency External Business Partner Excellence Award for the efforts.