01/19/17

600M MAU 300M DAU 49% Women 51% Men

Instagram Reach

01/19/17

Market Followers

769.2k

L’Oreal Professional

70.2k

Wella Professional

86.6k

Kenra Professional

210k

Redken5th Ave.

228k

SKP174.4k

Competitor Landscape

01/19/17

20%

30%

23%

Net: SKP is well positioned but there’s upside

Strength

• The SKP US & CAN IG pages find their strength under the umbrella of a cohesive brand voice amongst posts

Weakness

• Their largest weakness is in the category of diversity

Opportunity

• Strongest opportunity lies with the possibility of leveraging partnerships

Threat

• Ability to distinguish from competitors

01/19/17

• The SKP US & CAN IG pages have a strong cohesive brand voice that is prevalent in each post.

• Nice infusion of product promotion and style tips, which promote engagement amongst the 161k (USA) and 13.4k (CAN) followers.

• Excellent job of engaging with its followers, building community and strengthening the consumers bond with the brand.

Elements that are Working

01/19/17

• Lack of diversity in types of posts and subjects of the posts causes homogeny amongst consumer base.

• SKP is missing a huge portion of the market because the IG posts are skewed towards professionals only.

– There is a need for posts that are relatable to those outside of the professional styling community as the everyday consumer can affect stylist’s buying decisions

• Need more diversity ethnically, especially with today’s cultural landscape and the buying power of other ethnicities specifically in this market.

• Lack of CTA (call to action) while there are great posts that show use of the product, providing clickable CTA’s that incite the consumer to buy the look that they are seeing would prove immensely productive.

Points of Consideration

01/19/17

• There is a major opportunity in today’s social media landscape to leverage partnerships with influencers

• Consumers are looking for authentic content to connect with

• Consumers crave dependability, heavy and light emotional connection and superiority

• Videos are leading the pack in achieving this desired outcome. These can be cost effective ways to relay the messages of dependability, superiority and find emotional connection in up to one minute– 10 secs to catch consumer attention, 33% viewership lost by 30 secs

Enhancing SKP’s Presence

01/19/17

SKP US & CAN ‘s major threat is Distinguishability

– The way both pages read when pit against competitors, SKP appears one-dimensional and status quo with regard to the types of posts and their subjects

– There are no real stand out, identifying qualities

Point of Differentiation

01/19/17

Engage Influencers

Increase use of Video ad marketing

Diversify Content

Tri-fold Efforts to Increase Loyalty & Engagement

01/19/17

L E V E L 3L E V E L 2L E V E L 1

ENGAGE INFLUENCERS

CAST A WIDER NET IN TERMS OF REACH

WOM MARKETING

BRAND RETENTION VS. VISIBILITY

BETTER BRAND POSITIONING MORE OF A DEFINING CONTRIBUTOR IN THE

CATEGORY

01/19/17

#LethallyBlond Challenge

Pick 4 top influencers Encourage

contestants to submit

photos

Represent the four brand

adjectives

Ambassador incentive

01/19/17