marketing campaigns

natural pigma us launch

Problem: 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. In an effort to build the FS color business, the Natural Pigma brand was adapted for the US market exclusively in Fantastic Sams salons.

People: Typically between the ages of 25 and 40, the Fantastic Sams client wants quality service and products that won’t break the bank. This product launch taps into the trend of non-committal color and further supports the FS color business with additional back bar services and retail offerings.

Plan: Set to launch at the 2018 Fantastic Sams Convention, the Natural Pigma brand launch included a direct mail campaign before the event, an email marketing campaign following the event, and in-salon demos by the FS Field Team. Following its launch, Natural Pigma joined featured brands included in the monthly promotion cycle.