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.
The world’s most privileged hair