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

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New Product Introduction

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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

Over 90 locations in the U.S

The Current Consumer

Millennial - Gen Y
Ages 25-45
Has natural to curly hair
Lives in a bustling city
Independent, Boss B, Confident

Current Product Line

Shampoo and Conditioner
Hair Treatment/Protection
Styling and Finishing
Volume
Texture
Smooth and Shine
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

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.

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

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.

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.

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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

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.

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.

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Primary Social Channels

By using Instagrams IGTV and ads features to bring in clicks and drive traffic to the website.

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

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