Social Media Strategy
Clairol Retail
“Working with Clairol was an incredible opportunity to revitalize an iconic beauty brand. The challenge lay in modernizing its digital presence while honoring its rich heritage in hair care. Our social media strategy aimed to connect with a new generation of beauty enthusiasts, all while preserving Clairol's timeless appeal.”
- Rachel Howard
Background
Clairol, a household name in hair care for over 80 years, sought to reestablish its presence in the digital space while maintaining its legacy as a trusted and timeless brand. The objective was to engage a modern audience of beauty enthusiasts while cutting through the noise of an oversaturated market. With a rich heritage to honor and a new generation to captivate, the challenge was to craft a strategy that bridged the gap between tradition and innovation.
Idea
To modernize Clairol's digital presence while honoring its legacy, we embraced the language of beauty enthusiasts—authenticity, self-expression, and empowerment—all perfectly aligned with the brand's 'It’s So Me' tagline. We elevated these themes to craft a strategy that celebrated individuality and confidence in every shade.
Our approach focused on fostering meaningful connections through visually captivating content, engaging tutorials, and a robust community management strategy that prioritized real-time audience interactions. As part of this, we launched Clairol’s official TikTok channel, tapping into the platform's trend-driven beauty community. This initiative allowed us to connect with a younger, more diverse audience by creating shareable, creative content that encouraged self-expression and beauty exploration.
By collaborating with influential beauty creators, we ensured Clairol's message resonated with a new generation, seamlessly blending its timeless appeal with a fresh, modern perspective.
Results
Over a six-month timeframe:
1.5M Impressions on TikTok
129% Organic Growth on TikTok
5.9K Organic Net New Followers on Instagram