Social Media Strategy

dessange

Problem: Dessange is a salon/beauty brand recognized around the world, yet lacks permeance into the American marketplace. As part of their content marketing strategy, the company turned to Facebook to increase brand awareness and engage with current and potential guests.

Person: This luxury brand is targeted at women between the ages of 35 and 55 in more affluent communities who are more concerned with the quality of their service than the cost. They may be attracted to the concept of french beauty and sampling different cultures from around the globe.

Plan: A targeted social media plan including four types of posts introducing audience members to the Dessange Beauty Universe via Facebook. (1) New Collection posts introduced guests to the styles of the season, (2) Product posts featured product promotions targeted at increasing sales, (Leche Vitrine) posts kept guests updated with the latest accessories available for purchase in-salon, and (4) Weekly Quotes provided shareable content that developed the voice of the brand.