For more than 10 years, I worked closely with Keune Haircosmetics – a lovely family-owned brand of excellent hair care and styling products that’s been around for more than a century. Their focus is B2B, working directly with salons and barbershops (while keeping their customers in mind, too).
Keune Haircosmetics
Communicating with salons around the world
It all started with the request to write their amazingly content-rich website – telling the story of each and every one of their many hair care and styling products. Over the years, I worked on everything from detailed educational materials and new product launches to style papers and brochures.
They also wanted me to help revive their brand story. So I teamed up with my branding partner, Annie Peutrell, of course! Our work together included interviews with all product managers to gain insights into the ranges. Then we created personas per range, to clearly differentiate their messaging and tone of voice. We also carried out packaging analysis, created an overarching brand manifest and revived their brand story.
After my experience with the superior quality of Keune’s salon products, I never ever used drugstore hair products again!
