Member Article

Tangerine PR a cut above with double hair-care brand success

Marketing consultancy Tangerine has been appointed to deliver strategic communications programmes for two imported hair care brands, Macadamia Natural Oil and O’right.

After a three-way pitch process, the Manchester based agency has been commissioned to implement two stand-alone campaigns for the brands.

For O’right, a strategic and creative PR plan will be put in place, designed to launch the revolutionary brand in the UK and establish awareness of it as a genuinely ‘pure , natural and green’ product with the affluent target market.

Tangerine’s role will focus on ongoing press office activity, helping to challenge current perceptions of natural hair care, driving product demand with the consumer, retailer, distributor and industry professional.

O’right styles itself as ‘the world’s greenest hair care range’. Created in Taiwan by entrepreneur Steven Ko, it comprises of shampoos, conditioners, styling products and hair treatments.

It successfully entered international markets in 2008 and in 2011 became the world’s first cosmetics company to be certified as “Carbon Neutral”.

The approach for Macadamia Natural Oil – which contains more Omega 7 than any other nut oil - is designed to create real standout in the now extremely competitive market.

Strategic and targeted celebrity seeding, stylist and influencer engagement, product placement and sampling will help to achieve brand prominence with the target audience.

Mary Harding, consumer MD at Tangerine, said: “Here at Tangerine, we know it’s incredibly important to really get under the skin of brands and have a genuine passion for what they do.

“Both the Macadamia Natural Oil and O’right briefs really got the team excited. Working closely with both companies has meant that we have been able to develop two very targeted campaigns which really address the needs of the different brands.

“Our team has a vast amount of beauty and hair care experience and so is best placed to help both brands achieve their objectives and generate meaningful long term results.”

Nick Shillabeer, MD of O’right and Macadamia Natural Oil said: “Tangerine impressed us, not only with their research and understanding of the markets O’right and Macadamia Natural Oil operate in, but also with their knowledge of the media and strategic and creative response to both briefs.

“The team demonstrated they understood where we wanted the brands to go and what we needed to do in order to reach our business objectives.

“The next few months will be incredibly exciting for us, as we start to launch new ranges and see the results of the campaigns.”

This was posted in Bdaily's Members' News section by Simon Malia .