10. PROMOTION

PROMOTION

Matrix Biolage mainly promoted their products through digital media and social networking sites. Some of the remarkable and unique campaigns performed by Matrix are discussed below :

MATRIX LOVE BIOLAGE :

                                    

                                    The teaming up of Matrix with Ammon Carver who is known to be the best stylist in New York as well as a writer (whose editorial work appear in such high profile publications like Vogue , Harper’s Bazaar, Cosmopolitan, Modern Salon, American Salon) helped in the enhancement of brand value for Matrix Biolage. Digital Variant created a Matrix/Ammon Carver Promotional video to spread awareness about the product line of Matrix Biolage through Facebook app.

                                    As the Facebook users visited the Matrix Biolage Fan page they were directed to the app through App Tab. The app displayed the famous video which featured Ammon Carver using the exclusive range of Matrix Biolage products. The viewers could comment on their walls to create impression of the brand and spread awareness and they could even avail free samples from various L’Oreal Professional beauty salons all over the world.

                                    The campaign was a huge success as it resulted in the jump in number of fans by 10,000 in just 24 hours. By this time they distributed over 5,000 samples of product.

MATRIX HOLIDAY STYLE-OFF :

                                   

                        

                                  L’Oreal Matrix Professional Hair Care brand launched another unique holiday-themed digital promotion. They gathered customer email addresses and insights, such as hair type, to future marketing endeavours. This campaign was created through Offerpop’s Quiz product asking participants to vote for the best of five holiday hairstyles for a chance to win Biolage products. They promoted this throughout its marketing channels – website, mobile app, email, media relations, Twitter and Instagram.

                                    This particular campaign resulted in nearly 13,000 consumer votes in over two months. The brand acquired nearly 7,000 new Facebook fans and more than 9,500 email opt-ins.

INTEGRATED MARKETING COMMUNICATION

(IMC)

The communication is based on the typical red color which attracts attention.

As Matrix products are available in hairdressing salons only, communication takes primarily the form of push strategy and is targeted at hairdressers. Marginally, it is focused on the end-consumers, particularly through PR and advertising campaings. Advertising takes the form of advertisements in fashion magazines and journals for professional stylists, such as Us Weekly or InStyle. 

PR is built up in life styles magazines as Elle and Cosmopolitan. Matrix 

emphasizes its leading position on the U.S. market, as well as overall company values such as protection of the environment or diversity. The IMC of this company is functioned by the people holding the following designations :

• Content Manager - The people holding this position function to increase, in line with the objectives for each brand, enhance the awareness of a brand and its products by developing online and offline communication. They are particularly responsible for supporting the launch of new products and for making the best of the brand strategy through events, partnerships with ambassadors, sponsorship, etc.

• International Digital Manager - He defines and deploys an international 360-degree strategy in line with the brand positioning and objectives. His main work is to produce content to adapt the approach to the needs of the Market, define and design online campaigns that are interactive and creative to coincide with product launches.

• Country Digital Manager - His job is to define and implement at local level the integrated strategy defined internationally, applying it in effective interactive digital campaigns that are tailored to the needs of your Market.

• Community Manager -  His main function is to promote the positioning of the brand for which he is responsible through the social media by setting up and running consumer communities. He has to provide the communities with relevant content and involve consumers in a long-term relationship through discussions on topics related to the brand.

• Social Media Manager - His job is to define and deploy the international social media strategy in line with the brand positioning and objectives, producing content that will enable the country to adopt the best approach to social media and run communities according to the needs of their Markets.

These are the main people in the company who contribute to the IMC plans of L'Oreal Paris and Matrix Biolage as a Brand.