BLEACH London
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BLEACH LONDON is the home of experimental hair, founded in 2010 by acclaimed hairstylist Alex Brownsell and entrepreneur Samantha Campbell. BLEACH first captured attention with their pioneering techniques and contemporary, unconventional approach to beauty. 10 years on BLEACH has a unique offering, blending DTC product sales with their added-value salon expertise in order to support their growing community of colour fanatics worldwide.
What started as a project to help shape the 2020 comms roadmap for BLEACH, soon shifted to support the business through the Coronavirus crisis. With the brand’s three London salons closed, the company accelerated their 2020 strategy - to launch live, interactive hair tutorials - to support quarantiners looking for DIY hair-dye tips. Plans originally scheduled for later in the year were brought to life in one week, impressively re-ideated, implemented and launched with an innovative virtual interactive hair-dyeing tutorial series, entitled ‘HAIR PARTY’.
Working closely with BLEACH’s internal team, together we built a confident community of self-dye-solaters through star-studded online parties, led by Alex Brownsell and talent including Pixie Geldof, Georgia Jagger and Nick Grimshaw. The brand not only enjoyed a steep increase in social media engagement and followers and top tier press coverage, but also an eight-fold increase in sales, increased conversion rate and higher order values.
"When I joined as CMO at BLEACH, Jordanne was my first port of call as someone to help me to formalise and build out the Brand Marketing function. She immediately hit the ground running, helping me to formalise the comms roadmap for the year, prep a time-critical campaign end-to-end (working with various stakeholders across the business) and built a set of processes for our internal team to scale. Jordanne is professional, rigorous and personable, and I expect to work with her again and again."
THE HITS
Audit
Strategy
Campaign conceptualisation
Collaborations and partnerships
Creative guidance
Launch comms
Corporate Comms
Influencer Engagement