Kao USA: Building new fans while retaining loyalists

Blair Fowler, YouTube beauty influencer

Kao USA is a prime example of a company plugged into the New General Market, but also inclusive of all of its consumers’ needs. With its finger on the pulse of changing consumer trends, Kao USA has rebooted classics to introduce them to the millennial market, while not losing its loyal base. A component of its success has been teeing up with the right social influencers to convey authentic brand messages.

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There are success stories across the company’s portfolio, which encompasses Bioré, Jergens Natural Glow and Jergens BB Cream. But one of the most vivid case studies is the update of the iconic John Frieda range.



Twenty years ago, John Frieda Hair Care invented the frizz-fighting category with Frizz Ease, the game-changing hair smoother. “But the world has changed in the past 10 to 12 years in terms of the curly-haired woman. Her life has changed with technology and appliances, giving her options to transform herself,” explained Heather Warnke, director of marketing at Kao USA. Women no longer feel as if they have to run from their flaws but can “embrace their imperfections.” John Frieda is helping women express their individuality.



John Frieda was able to update its positioning, starting more than two years ago with the use of influencer, fashion designer and author Lauren Conrad as a brand ambassador for John Frieda Sheer Blonde and Beach Blonde. “Her messaging helped us dramatically to change our demographics,” said Warnke. “We were aging and our users were aging with us. Conrad helped shift young women to Sheer Blonde, and we saw the fruits of our labor.” She noted that social activity with Conrad on average had 20 times more engagement than any other content pushed in the social space.



“We have significantly changed the demographic of our brand and have brought in more younger users than we have seen in over 10 years,” Warnke said. They also did a campaign with Taylor Schilling — famous for her role as Piper Chapman in the hit Netflix series “Orange is the New Black” — which involved content for social media, and tapped YouTubers and Instagram stars throughout the year.



What made these efforts click, Warnke added, was that Kao let the social media stars speak honestly and from their own perspective. “Influencers know how to talk about their brands,” she said.



Now John Frieda is evolving its communication strategy behind efforts for Brilliant Brunette. Noticing that millennials are totally changing the hair color category (that is, permanent sales are down, temporary are on the rise), John Frieda is reacting with technology and innovation. To help consumers understand the color-changing capabilities of Brilliant Brunette, the company is shifting gears in the selection of an influencer. In this case, the choice is Blair Fowler, well known for her beauty focused YouTube tutorials.



“Historically, we have consistently tapped experts in the hair care industry to be a part of our team. Professional hairstylists and colorists have always made up our ‘House of Experts.’ They have helped us identify the needs of our consumer, sometimes before she even knew what they were,” said Warnke. “These professionals have also collaborated with us on our communication to consumers, helping to educate them on the product benefits and how to use them.”



Warnke feels that today’s consumer still values the advice of a professional, but also is seeking guidance and inspiration from real women, particularly those on YouTube. Beauty on You Tube experienced a 50% growth between 2014 and 2015, and in 2015 there were more then 120 million beauty subscribers. “Our launches this year are at-home color products that she uses in the shower to tweak her color. Having this ‘real woman’ credibility to help us educate our consumers is essential.” Warnke said.



That’s where Fowler comes into play. “Blair was one of the original YouTube stars. We watched her grow up with her audience. Between all of her platforms, she has more than 6 million followers with an above average engagement rate. She is authentic, enthusiastic, loves to experiment with her hair and was already a fan of the brand,” Warnke said.



Fowler’s main role is to collaborate with John Frieda on “how to” content that will help to educate consumers on the benefits of the products, why to use them, when to use them, etc. “We are fully aware of who our consumer is and the limited time they have to navigate the hair care and hair color space. We are working in partnership with Blair to create dynamic, ‘snackable’ content, meaning it is fast and frequent so the consumer doesn’t have to spend a lot of time searching for the education she is craving. This content will empower our consumers to create looks they love and the color they desire,” she said of the information that can be disseminated once or twice a month.



The goal is to capture more of the millennial beauty enthusiasts. “We know our consumer is on YouTube and working with a top content creator in that space will reach her,” Warnke explained.