Conair is a global beauty brand that wanted to extend an existing product line (that had 25% market share) in a mature market. The new product was very innovative for such a traditional category and COL's team were tasked with: • How to educate the consumer on product differentiation within the product line. • Determining what the most effective communications strategy was and what communication channels to use. • Not harming what was working well. The existing products in the line were doing exceptionally well already. We built the solution in phases. We started by building a solid foundation - researching and developing the marketing brief. We then developed the marketing communications plan. Finally, we executed on the plan: 1. Created assets and copy for a variety of channels - social, digital, print - ranging from video to imagery. 2. Updated packaging for the entire product line to improve customer education and ensure packaging was in-line with a larger Conair re-brand. 3. A full 360 marketing campaign that targeted a particular demographic - 19 to 34- year-old men. Highlights include: a. Hosted a launch party where media, the fashion industry, and influencers could learn about the product while having a great time. b. Timed digital campaign to align with a key buying period - father's day. • A successful product launch, increasing market share of the entire product line from 25% to 30%. • Had over 75 guests appear at the event. 1 Fore Street, London, EC2Y 9DT +44 (0)20 8133 8900 commercialoutcomes.com The Challenge Our Solution Output CASE STUDY: Conair Product Launch • Every major retailer listed the unit. • Due to the success of the campaign, the unit is going global - other countries are launching it too. Launching a New & Innovative Product in a Mature Market