Global Initiative to re-stage Sebastian Professional line with a goal of reengaging consumers, stylists, and salons where the perception of the brand’s “edge” had fallen off.
Reapplication, through global lead initiatives, of the new Sebastian branding campaign to the needs of North American markets. Created original promotions, the Event-In-A-Box, educational materials for salon and in-store education. Also created original trade advertising campaign for NA markets.
Each new reapply saw an average increase of 12% in quarterly sales. The re-stage brought the Sebastian Professional line a 30% growth rate during the 1st fiscal quarter after deployment.