Client: L'Oreal Professionel
Entry: L'Oreal/ Rodney Wayne Diary
Category: Consumer Programs

Rodney Wayne being the major stockist and retailer of L'Oreal's salon only brands Keratase, Redken and L'oreal Professional. L'Oreal required a medium that promoted the Rodney Wayne brand and at the same time give L'Oreal opportunity to promote their brands and increase sales volume's that would support its retailer partnership. It was decided that a with purchase gift was the most effective medium. That was given out over the November and December 2001. To Rodney Wayne customers when they purchased any three products from the Keratase, Redken or the L'Oreal Professional range - with one being a styling product.

The gift had to be a gift that the hairdresser is proud to present while he/she talks to the client and is encouraging the client to purchase retail product and an excellent tool to talk re booking appointments

August Dean Promotions developed a Black and Gray Organiser/Diary, which fitted with the Rodney Wayne colour's and image with Rubber Zip's - all part of the present fashion trend. Personalized with Rodney Wayne logo and containing a letter from Rodney Wayne/store locations etc with L'Oreal Brands included. There are also pockets in the diary in which to keep salon business cards and clients can keep a record of retail products they have purchased.

The Organiser appealed to Rodney Wayne's customer and drove up the retail sales so successfully that they had sold out by Mid December.

 Rodney Wayne was especially pleased with the look of the organizer and how it fitted with the image and used successfully to re book clients appointments for the beginning of the New Year

The Client said...

The Rodney Wayne Organiser was the "Success story of the Year" for L'Oreal.

"The diary was a wonderful medium through which Rodney Wayne could communicate with his clients and through which L'Oreal Professionel could promote their products".

Elizabeth Thomas
Brand Manager
L'Oreal Professionel