Sean Joseph
Social Media, Creative Marketing, Influencer Relations
PROJECT DETAILS
The United Kingdom is one of the most bustling markets in Europe with a knack for adapting to change. For my Global Marketing class i was tasked with bringing a U.S brand into this market. I chose to focus on drybar because there story and there marketing strategy really interested me. I created a new strategy for the brand introducing a new target market with the male consumer and focusing on inclusivtity a social issue still effecting the united kingdom. By introducing two new products and a new unique strategy i was abel to properly introduce drybar into the U.K market.
NEW LAUNCH CONCEPT
About the Brand
The Consumer
New Product Introduction
Digital Strategy
About the brand
Drybar is a popular salon chain specializing in blowouts, a hairstyling service that focuses on washing, drying, and styling hair without cutting or coloring. Founded in 2010 by Alli Webb, Drybar revolutionized the beauty industry by making blowouts an affordable and accessible luxury. With its chic and modern design, the brand aims to create a fun and relaxing environment where clients can enjoy professional hairstyling services.
Founded in 2008
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Over 90 locations in the U.S
The Current Consumer
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Millennial - Gen Y
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Ages 25-45
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Has natural to curly hair
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Lives in a bustling city
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Independent, Boss B, Confident
Current Product Line
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Shampoo and Conditioner
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Hair Treatment/Protection
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Styling and Finishing
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Volume
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Texture
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Smooth and Shine
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Hair Tools
THE NEW CONSUMER
The Drybar salon consumer is someone seeking a polished, professional hairstyle without committing to the time or expense of a full-service salon experience. Drybar attracts a wide range of clients, but their core consumer typically values convenience, quality, and the luxurious yet accessible experience that the brand offers. However, the U.K being known globally for their haircare and salons do not have this way of forward thinking. Which is why introducing this concept as a disruptor would be spark inclusivity in salons everywhere.
Current Consumer
Riley Trudore
Age: 28
Location Austin TX
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Riley is the middle child of 5 siblings. Growing up she had a lot of pressure from her parents to find a job right out of college. Following in the footsteps of her older siblings​. However she didn't want to be a carbon copy it didn't make her happy. Instead she went to business school at the University go Houston with the goal of starting her own business.
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After graduating she went on to open her own boutique catered to all shapes and sizes. Her mother was her biggest inspiration growing up and always taught her to work hard and to be diligent when following your dreams. Now that she is a mother herself she wants to teach her daughter the same philosophy that her mother taught her.
New Consumer
Jessie Wilson
Age: 34
Location: Birmingham U.K
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Jessie grew up with a loving family outside of Birmingham. As an only child he didn't have to compete with his siblings when it came to scholastics and sports. As he got older his passion for sports grew more to the point that he got a scholarship to attend the University of Manchester with a major in Sports and Fitness administration where he graduated 14th in his class.
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Jessie was able to follow his passion and began coaching high school and college football training the next generation in sports. He eventually settled down with his sweetheart Olivier who graduated with a degree in Digital Communications and Media Studies. Olivier is a catalyst for Jessie stepping out of his comfort zone and trying new things. Once Olivier saw that Dry Bar was launching a new line of products in the U.K for men he immediately got excited.
THE PRODUCT LINEUP
Drybar products are a signature extension of the brand, designed to help customers achieve salon-quality blowouts and styled hair at home. Developed to complement the professional services offered in their salons, Drybar's product line includes a range of shampoos, conditioners, styling tools, and haircare treatments that are themed and inspired by cocktails and prioritize performance and ease of use. By introducing two new products in a soon to be wider range, these products are crafted to enhance the longevity and appearance of blowouts, catering to various hair types and styling needs for men and women.
The Morning After 2 'n 1 Cowash
Retail Price: £19.00
A two in one shampoo and conditioner that will gently cleanse and moisturize your hair in no time flat. With shea butter and avocado oil your hair will be be left feeling fresh and energized for additional steps in your routine
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Scent: Essence of Patchouli, Essence of Sandalwood, Clove
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Night Cap Leave in Conditioner
Retail Price: £16.00
An intensive leave in conditioner that will keep your hair in check, what frizz? We don't know him. Formulated with rice bran, hempseed and avocado oil. Your hair will be left feeling soft, hydrated, and ready to take on the day.
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Scent: Vetiver, Essence of Neroli, Lily Flower extract,
Digital Strategy
Introducing the #washawaythestereotype campaign. A campaign geared towards inspiring men to jump into the salon experience. In the U.K it was considered taboo/ emasculating for men to indulge in the salon experience, by launching this campaign through multiple Dry Bar social channels we hope to bring border consumers to the Dry Bar experience.
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Influencer Spokesperson
Working with celebrity hair stylist and British native Chris Appleton to demo how to use the product as well as hype up the launch.
Primary Social Channels
By using Instagrams IGTV and ads features to bring in clicks and drive traffic to the website.
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Utilizing TikTok shop to introduce the new line to Gen Z and Gen Alpha
Enjoy this short mock advertisement for the DryBar #washawaythestereotype advertisement with the goal to bring awareness to the new launch