The world’s most privileged hair

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Frédéric Fekkai, the originator of the #luxury#hair care category, was suffering from low awareness and a lack of relevancy. To bring Fekkai back to life, Select World needed to establish the brand as the ultimate prestige hair care brand.  By drawing on the roots of the brand – its luxury salon heritage, its celebrity stylist pedigree, and its indulgent, rich formulas – we created a new brand platform: The world’s most privileged hair. Through this bold declaration, the #Fekkai brand was elevated to its rightful place in the homes of uber-discerning #beauty connoisseurs across the country.

What Select World has accomplished with Fekkai is exceptional. Especially the turnaround on digital, taking us to “GIFTED” [L2] in less than one year. This makes us the most improved digital player – in a very competitive category, Bravo. 

Walter Geiger, Vice President + General Manager, NA Hair Care

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Elevated social standards

To establish an impactful presence in digital, and provide #beauty and cultural relevance, Select World dimensionalized the #Fekkai brand by publishing high quality content with an editorial approach, integrating real time content from live events, behind the scenes shoot and hair tests.  In addition, an email marketing strategy was developed to engage the existing database and capture new users.  

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“Thanks to Select World’s unique understanding of prestige #beauty we were able to extract Fekkai’s legend, translate it into a strong equity, and are now executing it across all touch points, from salon to store to digital, print and beyond.”

 

JP Kuehlwein, Executive Vice President

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Glamour named Fekkai 1 of the top 10 beauty #Instagram accounts to follow.

 

The digital thinktank, L2, which focuses on luxury brands, boosted Fekkai’s ranking from 39 (challenged) to 11 (gifted), which is the largest jump in the haircare category.

 

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