Better Natured
Opportunity
Better Natured needed a way to elevate awareness of the brand’s naturally-derived product offerings, as well as its newest retail availability at JCPenney. Our research found that while beauty and personal care trends ebb and flow, one constant even amid inflation was consumer interest in clean ingredients. We needed a way to position the brand as a go-to for those seeking greener at-home hair color and hair care products, so we went straight to influencers of style and beauty news to educate them about the product formulas, while having some Good.Clean.Fun®.
Approach
New York Fashion Week served as the perfect backdrop for Better Natured’s first salon event - when we knew media would be getting glam. Our team brought the brand to life at a trendy Flatiron salon and treated media to hair makeovers that allowed them to experience first-hand (or hair!) the OMG results of Better Natured’s products. We added sizzle with celebrity hair stylist David von Cannon – who’s worked with Gisele Bündchen to Zoey Deutsch – with a demonstration of Better Natured’s at-home hair color application and 1:1 style consultations with media. And to ensure our guests were educated on Better Natured’s clean formulas and rigorous testing/sourcing, Henkel’s Senior Director of R&D was also in attendance.
Results
Our salon event served as the perfect opportunity to educate media about Better Natured. Editors from more than 30 outlets attended, including Bustle, Real Simple, Well + Good, Hearst, as well as 10 fashion and beauty influencers. Both media and influencers took to social media to share from the event, reach 1.1M+ followers. And, in the months following, our outreach drove 1.6B media impressions and noted key Better Natured retailers like Amazon.
