Mumbai: Schwarzkopf Professional introduced a set of blonde shades and looks, each perfectly wearable for all the ‘Boss Ladies’.Exclusively created for Schwarzkopf Professional by celebrity stylist Florian Hurel, these highly personalised looks – #Variolights – were amplified by an equally personalised and contextualised campaign launched and executed by Kinnect. The team along with Schwarzkopf Professional created over 300 ad variations to match every digital need, behaviour and action possible.
Identifying the types of content a consumer might view online, the brand followed their journey closely. If you were watching a fitness video, you saw an ad that related your hair colour with your passion for living a healthy life. If you loved travel content, you were sure to find an ad that promised vacation-ready hair. The idea was to closely match the personalised essence of the service with the ad campaign. Highly-targeted and highly specific, the VarioLights campaign was built for the woman of today – who knows exactly what she wants when she wants it!
Speaking about this campaign, Shama Dalal, Head of Marketing, Henkel Beauty Care India said, “We all know how important it is to deliver the right message at the right time. Consumers face extreme exposures to information online every minute. Beauty brands need to go beyond talking about products and focus on tapping into the mood of consumers, which can be done through contextualisation of content that eventually enhances their overall beauty experience. Hyper-customised communication for every consumer cohort is the way forward, and we’ve embraced that in a big way through the messaging of our #Variolights campaign across highly searched platforms”.
Chandni Shah, COO at Kinnect said, “Customisation on such a massive scale is not commonly found in the hair care space. We turned that notion on its head for Schwarzkopf Professional. Beauty and hair brands are not always relatable to Indian women, but we personalised ads across relevant yet widespread search categories to such an extent that you would identify with the #VarioLights trend,without taking away from your search and discovery experience process. Excited to see how this campaign unfolds, and gets even more granular!”
