CONAIRMAN
VS Sassoon for Men has established itself in the AUS/NZ markets over the course of 20 years, however the licensing agreement for the brand name (not the products) was coming to an end. Emerger was charged with developing the new brand and coming up with a campaign strategy to launch with retail partners, while minimising any negative impact and ensuring a smooth transition of the product range.
-
ConairMan: Brand Strategy & Positioning
When rebranding from VS for Men to ConairMan, our priority was to ensure the transition resonated with both the Australian market and the retailers selling our products. This brand shift was delicate, particularly in a highly competitive category, so our approach needed to minimize any disruption. Our solution focused on early communication with retail partners to reduce potential negative impacts and ensure a smooth transition. We also needed to engage our internal sales team and retain the loyalty of existing VS for Men customers.
Through our research, we discovered that Conair, the parent company, was founded on the streets of Brooklyn, New York. Conair has since grown into a household name and a global leader in R&D, product design, and innovation. We decided to leverage this heritage, making the Brooklyn roots of ConairMan the cornerstone of our strategy.
Our campaign's core message was clear: MEN'S GROOMING IS OUR PAST, OUR PRESENT, AND OUR FUTURE. Conair has always been at the forefront of men’s grooming, with products that have revolutionized the industry. Now, we are bringing this legacy and innovation directly to our valued customers with the introduction of ConairMan. By building the ConairMan brand on the success of VS for Men, we’re reconnecting with our roots, our creativity, and our customers’ needs. ConairMan was born in Brooklyn, NY—and Brooklyn, NY knows grooming.
Soft Launch
To build trust with retailers, we developed a transition plan that clearly communicated the reasons behind the rebrand, assuring them that the product offerings, innovation, and quality would remain unchanged. We also created sales collateral and in-store assets (such as packaging and point-of-sale materials) to educate consumers about the brand transition.
Our goal was to reassure existing customers that they were in good hands while also attracting new customers who resonated with the ConairMan brand's story and vibe.
Launch Campaign
We executed a multi-channel marketing strategy for this campaign, which included channel recommendations, videography, radio, photography, digital media, social media, and microsite design. We also developed on-pack stickers and lockups for use at the point of sale, helping to educate customers about the brand transition and engaging them with our story.
“I’m pleased to report that the brand changeover was a success, with our retailers embracing the story of the brand’s return to its USA roots. A testament to the great pitch idea by team Emerger!”
