The British Beauty Council, the not-for-profit organisation founded to represent the voices, opinions and needs of the British beauty industry, has revealed a major new campaign to encourage people to return to salons and invest in beauty. The push was developed in partnership with creative agency M&C Saatchi.
In response to the impact of Covid-19 on the industry, with salons and beauty brands hit hard, “Oh hello beauty”aims to reverse the decline, getting people booking to see a beauty professional, and buying beauty products online or in shops, by showing how beauty can help us feel our best and reminding people how amazing it is to get the professional touch.
With many people forced to do their own beauty treatments during lockdown, the campaign plays on the human insights we can all relate to about what happens when you take beauty treatments into your own hands, rather than going to the professionals.
The colourful, bold illustrations are a celebration of how fabulous beauty is, how it can make you feel positive and uplifted, and a reminder that the industry is open and ready for customers. The executions carry the line: “The beauty industry is ready for you now” and the hashtag #OHHELLOBEAUTY.
The campaign, which is supported by the patrons of the British Beauty Council and media owners, is appearing in print titles from publishers including Hearst, Condé Nast and Telegraph Media Group.
The push will also run on out-of-home and social media channels, with space provided by JC Decaux and Facebook.
Media planning for the campaign is by Zenith, social media is by Brandstand Communications, and PR is by Seen.
Millie Kendall, CEO, British Beauty Council, said: “Covid-19 has had a massive impact on the beauty industry, so we wanted to create something to encourage people to start investing in salons and products again. This fun, playful new campaign emphasises how amazing it feels to visit a professional after months of do-it-yourself beauty treatments.
“It’s fantastic to see so many major media owners getting involved and helping to give the beauty sector a much-needed boost.”
Ben Golik, Chief Creative Officer, M&C Saatchi, added: “Given the huge changes to our priorities and behaviours this year, it has become easy to dismiss beauty as trivial or unimportant, but that’s a fallacy. Beauty doesn’t just make us look good – it helps us feel our best, too. This campaign aims to remind people of this, and show the vital role played by beauty products and practitioners.”
Source: M&C Saatchi