Celebrity hairstylist, Jen Atkin’s hair care brand, Ouai will soon be available at Sephora. The Kardashian’s go-to hairstylist, Atkin launched the hair care line a year and a half ago. The brand’s expansion with Sephora in US, Southeast Asia and Dubai, is expected to bring to least $15 million in net sales for 2018.
Highlighting the brand’s social media networking strategy, Atkin shares, “We start having meetings and putting them on Instagram Stories, and initiate the conversation by asking people to directly message on Instagram. Once the product is settled, the next step is influencer marketing.
We start talking about what our mailer would look like, the influencers we think would really connect with this product. This is followed by educational video content, which is released about two months prior, and then about three weeks later the influencer mailers are shipped to start getting some usergenerated content ahead of the product launch.”
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