The Agency worked on a joint Selecta International and Lilly Drogerie campaign for the John Frieda and Phyto brands.
In a short period of time, we managed to create a truly sensory customer experience and transform mall corners into memorable, engaging, and attractive shopper’s destinations.
Selecta International is a Bulgarian partner of leading international brands of cosmetics and food supplements. The company imports and distributes leading international cosmetic brands such as PHYTO, JOHN FRIEDA, LIERAC, JOWAE, WELEDA, MAVALA, etc.
Phyto is the first range of hair products thoroughly based on plants. For more than 40 years, the brand has maintained its innovativeness, without betraying its philosophy: formulas with high concentrations of botanical extracts and no preservatives, respecting the needs of hair and scalp.
John Frieda’s brand started by opening a salon on New Cavendish Street, London. Today, the vision of the brand reflects that salon heritage: delivering transformational products that target specific style problems, for salon-caliber results you can see and feel.
Brandmark Ltd took part in a collaborative campaign for Selecta International and Lilly Drogerie featuring popular haircare brands John Frieda and Phyto. This campaign aims to offer shoppers an exclusive experience centered around a dedicated area in front of selected Lilly stores in prominent Sofia malls.
To capture shoppers’ attention, we recreated Phyto’s key visual communication in three artistic panels painted with spices, decorated with live plants, and featuring plant-based Phyto hair dyes. John Frieda’s shining, bright, diamond-shaped key vision perfectly contrasts with this natural look and feel.
As a result, a double-sided wall was placed in front of Lilly Drogerie where enticed mall visitors could engage with the products and learn more about their look, feel, and benefits. The stunning and appealing wall effectively communicated both the brand’s key visions and unique identities.
To sum up, the strategy of recreating Phyto’s key visual communication through artistic panels with spices and live plants is a masterful way to captivate shoppers’ attention and create a lasting impression. This approach not only aligns with Phyto’s brand identity but also demonstrates Brandmark Ltd’s ability to think creatively and strategically to deliver a campaign that engages, educates, and resonates with the target audience.
Incorporating Brandmark Ltd’s services into this joint campaign ensures a holistic approach that covers all aspects, from concept development to execution. Our experience in crafting creative narratives, designing captivating visuals, managing logistics, and coordinating brand collaboration sets the stage for a successful campaign that captures attention, engages the target audience, and achieves your marketing goals.
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