Results and Effectiveness

In just 3 months, the print campaign was successful in delivering a whooping 24% increase in sales by end of July. Kolours was also awarded by Cosmopolitan as the Best in DIY DYE in last year’s Beauty Awards. The media package availed also earned bonus advertorials that showed different color variants, style and extended the frequency of the campaign. All of this by just using print focusing on magazines.

Creative Execution

Hair dye posters seen in salons have been the more prominent products in the eyes of our consumers. Kolours wanted to be more detailed and provide the market on how to be more unique and free to discover their own style. Thus the campaign aimed at igniting a spark of consciousness that there can always be a new you by merely changing the color of your hair. The agency selected the top three magazines for the market – Cosmopolitan, Metro and Yes. The agency met with the editors to create a more interactive material that can best showcase the various “color styles” Kolours can offer. Each magazine came up with a material that matched the personality of their readers. Cosmopolitan magazine addressed our daring market, Metro magazine for those who want to feel empowered and Yes! magazine reached out to those who want to be different.

Insights, Strategy and the Idea

Hair dye is one of the smallest segments in the hair care category in the Philippines. Within the category, Kolours is the market leader in the premium hair dye category amongst the AB broad C market. In 2012, the agency was tasked to promote a campaign that can sustain its leadership and establish its product strength as the most practical hair colouring solution with a consideration of only 1.7 million pesos or 41,463.00 USD for advertising in above the line. The market’s perception of the brand as innovative and daring, the agency found an opportunity on how to communicate the brand as a key influencer in creating a vibrant and attractive hairstyle that can bring out a new “YOU” by positioning Kolours as a “COLOR STYLE GURU”. Utilizing only print, the strategy was to equate Kolours with “STYLE” print executions that can guide the market in using Kolours.