Like what you see. Love how you feel.
That’s the tagline we want every woman in central Ohio to remember and live by. Fahlgren recently launched our first brand campaign with The Charles Penzone Salons, and we’re excited to see our creative hit the market.
Charles Penzone Salons came to us a few months ago with a challenge — drive guests into The Charles Penzone Grand Salons and make the brand high-fashion but attainable. After working closely with the Charles Penzone team, including Mr. Charles Penzone himself, we came up with a plan to target young professionals who were going through changes in their lives: getting married, having babies, and taking their life and career to the next level. These women were focused on beauty and confidence, and we saw them as the perfect audience for the brand.
How better to represent an attainable brand and show off the talents of Charles Penzone professionals than to feature real woman getting makeovers? Charles Penzone selected three real guests and gave them a total transformation: hair, makeup, manicure and clothing. Then we took these real guests who were glowing with beauty and confidence and put them in front of a great fashion photographer to let the magic happen. These everyday women (a grad student, a marketing professional and a working mom) who walked into the salon hours earlier were transformed into models that would be used in the brand campaign materials.
When you think of fashion you think of fashion magazines. So we put together a media plan that included regional print ads in national fashion magazines including Cosmo, Elle, Harper’s Bazaar, InStyle and Marie Claire. And then we took our creative online to the top fashion and entertainment sites; Eonline, InStyle.com and MyStyle.com. We created a unique URL www.cpmakeover.com so we could track our campaign and report measurable results.
Our unique URL drove people to a custom section of www.charlespenzone.com that featured our three real guests and the transformations they received. Visitors were able to see before and after photos, descriptions of the services each real guest received during her transformation, and a behind-the-scenes video featuring their makeovers and the photo shoot. The site launched March 1, and already we have seen a great number of visitors and are excited to see the final results of this campaign.
