Vidal Sassoon launches new marketing campaign

Hong Kong - Vidal Sassoon has launched the second wave of its Leo Burnett Hong Kong-created VS holistic marketing campaign for its Weighted Straight Shampoo, after the success of the first stage, which launched in March. The campaign was created to reinforce the brand's status as the hair care expert and a trendsetter within the category.

"Following the first wave, consumer research revealed that ad recall and intent to purchase quotients for the VS brand increased significantly, so we wanted to leverage the success of the earlier communication efforts to further strengthen the brand message, augmenting the fashion savvy-ness of the Vidal Sassoon brand," said Cynthia Alfieri, Regional Brand Director for P&G Hair care, Leo Burnett.

The campaign was designed to emphasise the product's core features, and incorporated strategic tie-ins with hair events and fashion shows, as well as innovative media placements such as an editorial insert in Elle HK. Footage of a fashion programme aimed at tapping into the brand's fashion heritage is currently airing in selected fashion outlets and hair salons across the territory.

"By using innovative multimedia, such as the VS fashion programme, we're able to zone in and better address the challenge of communicating to a target that essentially doesn't watch a lot of TV by bringing the message to them in an unobtrusive manner, adding a whole new dimension to the overall brand communication efforts for Vidal Sassoon," added Alfieri.

Starcom handled media planning and placement.