![]() ![]() Sahib had personally delivered an early iteration of the product to her - K18’s San Francisco office is next door to a Spoke & Weal salon. Reyman was introduced to K18 by his business partner, colorist Christine Thompson, who discovered the brand by way of its founder and CEO, Suveen Sahib. Then, at the end of last year, it launched in Sephora and achieved a feat all brands now dream of: TikTok ubiquity. In the months that followed, K Hair Pep rebranded to K18. And, frankly, I am not one to use hair products, which he knows.Īll this to say that, when Jon told me to take home a bottle of a K Hair Pep product and use it, I listened. Rather than stocking every cool new brand du jour, Spoke & Weal primarily uses Aveda products and Dyson tools. Reyman has cut my hair for years and is known for being discerning. ![]() I was first introduced to K18 in early 2021, by Jon Reyman, owner of the salon Spoke & Weal. According to Tribe Dynamics, which measures earned media value (EMV), posts mentioning “k18hairflipchallenge” powered $13.1 million of K18 Hair’s total $16.1 million EMV in December. The budget for the campaign was $600,000, which paid off. It centered on a custom song created by the creative agency Song Candy and performed by “The Voice” finalist Tamara Jade. Then, it kicked off a campaign, the #K18hairflipchallenge. (See: Clinique’s Black Honey lipstick over the summer.) So it created a two-pronged approach: First, it launched aTikTok ad starring Mikayla Nogueira and Brad Mondo. The brand wanted to make a splash on TikTok, having recognized the app’s “shelf-clearing” ability and the “frenzy” it can create around beauty products, said Michelle Miller, svp of marketing at K18. A year later, ready to go wider, it launched a massive TikTok campaign with the hashtag #K18hairflip, which has 9.5 billion views. When K18 first launched in December 2020, it focused on the hairstylist community. ![]()
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