Products and services focused on beauty.  Includes cosmetics, fragrances, hair products, nail products, etc.; beauty services such as salons, spas, etc.



It's Time to #AxThePinkTax

We grew sales at European Wax Center by 33% vs. year ago against the backdrop of a flat category typically driven by cost and convenience. We did this by connecting a core attribute of our beauty brand, confidence, to a cause we believe in: The Pink Tax, a premium charged by companies for the “female” versions of products. According to a study done by the City Of New York, this premium can be as high as 48% for some basic beauty products.

Brand: European Wax Center
Client: European Wax Center
Agency: Pereira O'Dell


Сompetition in the budget segment had become much tougher which could adversely affect the brand Maybelline that played in the “above average” price segment. Therefore, it was necessary in the shortest possible time to build a strong in sub-brand the budget-friendly segment. For this purpose, Maybelline chose the most affordable sub-brand in its portfolio, Fit Me, that was nevertheless 30% more expensive than the competitors. In its distinctive stirring musical manner Maybelline addressed the 'Generation Selfie ' with an idea of individual nature of beauty and skin tones, which instantly resonated with audience and helped strengthen the leadership of Maybelline.

Brand: Maybelline New York
Client: L'Oreal CJSC
Agency: McCann Moscow

First in Russia reality-show about makeup - "Makeupers" with L'Oreal Paris

L’Oreal Paris had two key challenges: change perception with youth and create buzz around brand.  Makeup is one of the main component in beauty routine. They like experiments, look for inspiration from everywhere, but needed information was available in internet only. We partnered with Pyatnitsa and created 1st reality show on TV – “Makeupers”.  Integration was seamless and natural, brand shone through in all aspects of the show:  Only L’Oreal Paris products >100 unique make-up looks Brand ambassadors took leading roles in the program “Makeupers” exceeded dabble-digit growth of: Proximity Intention to buy Recommendations References and brand discussions on the Internet

Brand: L'Oreal Paris
Client: L'Oreal CJSC
Agency: Zenith Russia

2018_cn_2018_303_hero_1 Hair O'right Your Hair Lost and Found
2018_in_2018_04_hero_1 Dettol MAKING THE INVISIBLE VISIBLE

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