Garnier ✭ Fructis

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Ose Ton Hairfie avec Andy

Fructis de Garnier Has just launched an innovative concept in the field of digital communication by partnering with Andy, one of the biggest YouTube stars in France. The brand unveils on Garnier’s website a concept entitled “Ose ton #Hairfie”. The idea is simple: on a set, the renowned YouTuber welcomes a person struggling with hair problems. She benefits from the expertise of a hairdresser-stylist of the Fructis brand, who accompanies her in solving her problems by using, of course, Fructis products. In parallel, Andy interviews an influential blogger to discuss her blog, projects, etc. It is a clever way for the brand to ensure the dissemination of videos in the female blogosphere thanks to these interviewed bloggers.
 
This is the first collaboration between a hair product brand and a YouTuber to create a channel and promote its products. It is undeniable that this strategy is bearing fruit, Andy’s network seems to be perfectly aligned with the videos produced, each of which has been viewed more than 200,000 times. In summary, an excellent initiative from Fructis that integrates digital into its communication strategy, an evolution that does not fail to delight!This is the first time that a hairdressing product brand has partnered with a Youtuber to create a channel and promote its products. And it must be recognized that it works, Andy’s network seems to be in line with the videos created, each of them being viewed more than 200,000 times. A very good idea from Fructis in short, which brings digital into its communication strategy, and that’s a pleasure!

Credits

Agency NoSite Production HK Corp Director Guillaume Cosson DP Sylvestre Dedise First AD Gaétan Hamon Starring Andy Make Up Aurélia Louis AC Vincent Flornoy / Nathalie Dziedzic Key Grip Thibault Spiral Grip Fabien Jargeais Gaffer Charlie Quiban Spark Harry Arnaud Unit Manager Romain Byache & Hugo Boutin Designer François Bourguet
Production

HK Corp

Director

Guillaume Cosson

DP

Sylvestre Dedise

Date

May 22, 2016