INSPIRING 360 UPGRADE TO UPMARKET L’ANZA
As a professional hair care brand mainly in the US, L’ANZA had come to a stalemate in business growth. The company recognized their internal marketing resources just didn’t have the capabilities to envision and implement a plan to breakthrough to the next level. Enter two of the agency’s core principals – Kathy Alaama and Todd Woods. Together, they would re-invent the brand on a sweeping scale and dramatically transform the company’s profile and performance within just a single year.
The L’ANZA branding and marketing seemed at odds with their main product promise and lacked uniqueness in the industry. It also lagged behind in offering their customers up-to-date digital tools for education and for connecting through social community platforms. As a result, the company struggled to gain distribution with high-end salons, which was a must for achieving industry influence and profitable success.
An inspiring new vision for the brand was developed that would be cascaded through every element of its marketing, sales and education. This new vision comported perfectly with its product performance promise while also traveling effectively throughout new promotional, advertising, online and social media campaigns.
- Competitive Analytics & Differentiation
- Brand Strategy / Positioning
- Packaging & Graphic Design Leadership
- Copywriting & Claims Development
- Salon Client Acquisition Programs
- Back Bar Techniques, Education & Implementation Support
- Advertising Campaign / Trade Media Direction
- Website & Digital Education
- PR/Social Media Agency Sourcing & Management
- Customer Presentation & Prospecting Collateral
- Trade / In-Salon Promotions
- Customer Rewards Program
- Cause Marketing