IGK Hair - Hair Color Launch
My Role:
-Led Content Development: Orchestrated the full content pipeline, including campaign creative, education materials, and assets for use across dot com, retailer PDPs, social media, Amazon A+ content, and in-store merchandising.
-Influencer & Creator Marketing Oversight: Built and managed a curated influencer marketing strategy to support launch awareness and credibility. Hand-selected creators whose aesthetics, voice, and hair type matched our target demo, ensuring authentic, high-converting content.
-Contributed to 360° Launch Strategy: Played a key role in shaping and supporting the integrated go-to-market plan across IGK’s ecosystem of owned (website, email, social), operated (retailers, salon pros), and paid channels (digital ads, + influencer marketing), ensuring cohesive messaging and brand alignment throughout the launch.
The Objective:
IGK Hair made its name with bold, trend-setting styling products but in 2021, we decided to take on something completely new: at-home hair color. It was a category that felt outdated and uninspired, and we saw an opportunity to shake things up. Our goal was to bring a fresh, modern perspective to color something more playful, more Instagrammable, and way less intimidating. We wanted to create a product that felt as cool as our brand and actually fun to use.
The Why?
-The at-home hair color space was stale: The category lacked innovation in both product and brand experience. It was functional, but never fun and certainly not designed with the modern consumer in mind.
-COVID-19 changed everything: With salon closures, shifting routines, and people spending more time at home, there was a surge in DIY beauty. Consumers started experimenting more not just out of necessity, but also for the creative outlet. Hair color became a form of self-expression, and we wanted to be the brand they trusted (and loved) to do it with.
-A white space in brand identity: No one in the category was owning the cool, aesthetic-forward, content-worthy side of at-home color. IGK was uniquely positioned to fill that gap bringing together quality formulas, bold creative, and a brand voice that actually resonated with the millennial and Gen Z consumer.