ROWENTA, a leader in hair styling appliances, has partnered with KARL LAGERFELD, a name synonymous with high fashion, to introduce new hair styling tools. This collaboration aims to combine ROWENTA's technical expertise with LAGERFELD's elegant design, creating a product line that goes beyond ordinary styling to make a fashion statement.
But why? 🤔
The goal of this brand extension is to merge ROWENTA's technological know-how with LAGERFELD's sophisticated design and brand name. By doing so, they create a product line that not only styles hair but also becomes a fashion statement. Leveraging the strength of both brands, they can venture into a new market segments while maintaining their distinct brand identities and core values. Brand extensions always provide increased visibility without any downsides, and for ROWENTA, it improves brand perception and their price premium. It also makes people wanted product much more. But we’ll get to that. 😇
Despite ROWENTA's strong reputation for quality appliances, the challenge was to elevate these hair styling tools and position them as distinctive and must-have, going beyond the ordinary. Over 80% of purchases in this category occur when people know and remember their top 3 brands of hair styler, dryer, or ironer. Therefore, the goal is to improve brand salience, which will ultimately lead to more purchases in the future. 🤗
Here at Epidemic we wanted to focus on strategic digital marketing campaign to reposition the Wellness Riviera. The campaign leveraged influencers and great, viral social media content to showcase the luxurious and intimate environment, focusing on:
The influencer marketing campaign for ROWENTA x KARL LAGERFELD was an outstanding success, as demonstrated by the impressive metrics achieved:
The high-quality content created by the influencers served as valuable social proof, showcasing the styling tools' functionality and fashion-forward desi
Through partnerships with influencers Rowenta successfully positioned the Rowenta x Karl Lagerfeld products as must-have styling tools. The influencers' credibility and authority in the fashion and beauty niche played a crucial role in building trust and desire among potential customers.