social media strategy

Natural pigma

People: Formulated by Dessange International, the parent company of Fantastic Sams, Natural Pigma is a non-committal color line that is a standard part of every color service in Dessange and Camille Albane luxury salons across the globe. Seeking to build brand awareness and engage with consumers, Natural Pigma launched social channels for the US market.

Problem: Typically between the ages of 25 and 40, the Fantastic Sams client wants quality service and products that won’t break the bank. This social content is lighthearted and celebrates the beauty of every woman, with a nod toward reflections of color found in nature.

Plan: With three types of posts, this targeted strategy aimed to provide value to audience members. (1) Product Image posts introduced the consumer to products and their uses; (2) Community Culture posts touched on holidays, national celebrations, and friendship; and (3) Nature posts connected the brand to the emotional response nature can have in a consumer.