Hair Care & Color brands are looking at fashion bloggers to connect with young and digital savvy audiences. Such partnerships are natural fits; bloggers photograph their looks every day to showcase designers behind them, and can do the same for hair products.
‘Gifted’ brand and No. 5 in our Digital IQ Index: Hair Care & Color Redken partnered with Chiara Ferragni of The Blonde Salad in February 2013. Since then, she has promoted the brand’s products with street-style photos and a video series called “The Diamond Diaries with Redken” featuring its diamond line. The hashtag #RedkenReady, tagged on more than13,605 Instagram photos, overlays each video to encourage Ferragni fans to participate. The partnership seems to be going well, as Ferragni announced the renewal of her contract as Redken’s global fashion ambassador this February.
Ferragni’s promotional content for Redken maintains a balance between her voice and brand visibility. Topics are similar to Ferragni’s other posts (fashion shows, designers), but Redken products and their use are emphasized in sponsored posts.
Bumble and Bumble did a similar partnership with Leandra Medine of The Man Repeller. Medine has done a video for the brand’s Semisumo product and posts on Bumble’s Cityswept Finish, Surf Spray, Shampoo and Conditioner. Again, the balance between Medine’s voice and branding is kept. And, Bumble and Bumble featured her in its Cityswept email campaign, extending its reach.