CONAIR
Have a Hair Affair
A New Paradigm in Haircare Marketing
Overview
Breaking into a market where customer allegiance to hairstylists is nearly unshakeable is a formidable challenge. Nevertheless, Conair’s ‘Have a Hair Affair’ campaign aimed to redefine conventional wisdom in the haircare sector, specifically targeting the introduction of the Infiniti Pro Hair Dryer.Challenge
The critical issue at hand was compelling consumers to reconsider their deep-rooted loyalty to their hairstylists, and to explore a self-sufficient approach that could rival, or even outperform, the salon experience.
Solution
Based on extensive research into our target demographic, which revealed a strong sense of loyalty to hairstylists, the concept of ‘having a hair affair’ was born. We initiated a series of disconnected guerrilla online advertisements on platforms such as lonely heart classifieds, Craigslist, and social media to stir curiosity. Subsequently, the ‘Lonely Stylist Club’ was launched, adding an emotional touch to our campaign. We also incorporated other interactive components like Social Satire Classifieds, Closed-door Confessionals, and an in-depth Break-up 101 guide. All these elements served to ease the discomfort around the idea of parting ways with a hairstylist and position the Infiniti Pro as an empowering tool.
This multi-faceted approach paved the way for a groundswell of interest, generating free publicity and setting the stage for a successful Infiniti Pro product launch.
Impact
The ‘Have a Hair Affair’ campaign not only gained traction on various social media platforms but also generated notable sales figures for the Infiniti Pro. The initially risky concept of ‘cheating on your stylist’ was deftly transformed into an influential narrative of consumer empowerment. This was achieved through a strategic blend of compelling storytelling and keen consumer psychology insights.