The Challenge

Women tend to stay with one  hair color brand and vary the tones over time. How do we become the brand of choice? 

Make purchasing feel more than transactional by offering added value and engaging in an ongoing conversation.

Our loyalty program not only provides a free product incentive, it makes consumers feel in-the-know and personally rewarded. We introduced Golden Monday Perks, available once a month for a limited time. And we worked with key retailers to offer special bonuses for member. All in a beautiful, branded environment.