Now appearing in March beauty and lifestyle magazines is a new campaign for Frédéric Fekkai hair care products, one that uses the term ‘Privileged Hair’ in its tagline. Here, Chandra Coleman Harris, Global Fekkai Brand Manager, discusses the strategy.

Beauty Insider: What is the derivation of the new tagline and how does it look to connect with consumers?
Chandra Coleman Harris: This campaign is a bold yet natural evolution of the brand’s leading-edge heritage in the category. It celebrates a new, bespoke beauty ideal that only Fekkai can claim: Privileged Hair. Privileged hair goes beyond functional product benefits (shiny, healthy or bouncy) to provide women with an elevated sensorial experience that has a power to transform women in a more holistic way. We call it The Fekkai Touch.

BI: Is the brand aiming to garner new consumers, if so which group are they targeting?
CCH: Fekkai’s core consumers are uber-discerning beauty connoisseurs who don’t settle for anything but the best. They spend quality time and money to indulge their hair with the most luxurious product formulas. The Fekkai brand was born out of a promise of the most luxurious hair experience and the latest campaign is a modern interpretation of that.

BI: Is this campaign specifically targeting the mass-market consumer?

CCH: We are focusing this campaign on the food, drug and mass channel and it is the first campaign to only highlight the Classic line sold in that channel.

BI: Where is the Frédéric Fekkai brand sold now?
CCH: Fekkai is available at several U.S. retailers – examples are Saks, Ulta, CVS and Target – and on-line at Fekkai.com and other online retail sites.

BI: Where is the brand regarding social media and using this platform to market and promote the brand? Is there a dedicated social media strategy and team?