Get heard… above the herd

Essensuals Wella Brylcreem Underground

Beauty

Client: Essensuals, Australia

Campaign Overview: A trade campaign designed to create awareness and attract franchisees

Essensuals Hairdressing Group is an evolution of leading high street hairdressers Toni & Guy. Founded in 1997 by Toni Mascalo, the group is run by his daughter Sacha.

The first salon opened in Sydney in 2000. A trade public relations campaign was devised to both educate the industry regarding the providence of the Essensuals brand and to encourage existing salons to become franchisees.

A publicity campaign was executed to assist in building the brand name and reputation. A series of pampering days were organised for press which enabled them to sample the Essensuals experience for themselves. This was followed up with interviews and profiling features with key staff resulting in excellent coverage in hair and beauty publications.

The campaign also included direct marketing and presentations to potential franchisees.