Easy Waves, a major player in the hair-care market, has selected Primedia Unlimited’s Salon Media advertising platforms within the TLC Unlimited brand, as part of its marketing mix to rejuvenate the brand and successfully position its new product range.
“Salon Media’s unique media sites capture attention when consumers are thinking about their hair and appearance in general, making it the ultimate environment in which to promote hair-care products,” says Salon Media’s Mary-Anne Lakin.
“Added to this, women spend a large amount of time having their done, ensuring a dominant advertising environment for brands,” she adds.
The Salon Media advertising campaign runs from July to December and urges Easy Wave’s female consumers to answer the question ‘I am …’, as every women has her own style and character and Easy Wave’s product range caters for every type of woman.
Easy Wave’s consumers include women from ‘Generation Funky’, the student target market that’s fashion and trend conscious and enjoys freedom of expression; ‘Generation Hot’, the mid 20s up and coming target audience who are trying to acquire expensive material goods to demonstrate that they have arrived; and ‘Generation Sexy’, the real divas in their 30s who have worked hard to get where they are.
“As the campaign is about awareness and trial, it effectively utilises Salon Media’s mirror decals to encourage Easy Wave’s target audiences to determine which products best suit their nature,” says Mary-Anne.
“Added to this, the campaign roll out commenced in July ensuring that target audiences can commence using Easy Wave’s new product offerings in the new seasons, Spring and Summer,” she adds.
The campaign also utilises above-the-line advertising mediums – TV, print and radio – to announce the new products and their benefits, whilst activations in malls and salons across the country will enable consumers to experience the new styling offering first hand.
Added to this, a social media campaign enables consumers to build relationships with the brand and in turn be rewarded as brand ambassadors.
TLC (Targeted Lifestyle Communication) introduced the concept of washroom advertising to the South African market in 1996, and has since become the sole player in this media arena offering a plethora of in-mall and washroom advertising platforms such as standard and talking frames, cubicle wraps and treadmill branding to mention a few. More recently, TLC has expanded its portfolio to include a number of new businesses which are housed in TLC Unlimited (under Primedia Unlimited) namely TLC; GlamCam; Salon Media; TLC Mobile; Fitting Exposure (FashionCam) and Fotoactiv. Visit www.primedia-unlimited.co.za or www.tlc-media.co.za for more.