Innovative. Strategic. Analytical.
L'Oreal's Redken Drives Salon Visits & Increases User Engagement with Robust Mobile Strategy
Article Summary: For L’Oreal, mobile is a cornerstone of a smart marketing strategy that encompasses many channels. Especially for the company’s Redken brand, a 360-degree mobile effort focuses on custom mobile experiences for a variety use cases: cosmetology students learning in a classroom, professional hairdressers working in a salon, and consumers on the go looking for products or services. For each one, the company takes a different approach, and all have become highly successful.
Crusader Movie Rental Accepts Crusader One Card
Article Excerpt: The campus movie rental has been so successful that Liang was asked to help Springfield College set up its own movie rental. The CMR remains one of only four student run movie rentals in the nation. The addition of the Crusader One card has already gained a positive response on campus. Liang believes that the second payment option will revolutionize the CMR and predicts that the Crusader One card will eventually pay for at least 75 percent of rentals.
Redken Rolls Out New Mobile App To Better Equip Hairstylists
Article Excerpt: “At Redken, we constantly look for new opportunities to support our salon professionals’ business at every level, and this includes providing them with the tools to engage in localized, direct mail marketing,” states Sarah Liang, director of Redken Interactive Marketing. “Postcard Services’ on-demand print system is easy to use and effective for salon business.”
Salon App Is Dyed-in-Wool Cool
Article Exerpt: “The app's become a central platform and channel for us to communicate with the stylist community,” Kress says. “We've heard anecdotally that a good number of people who don't currently use Redken products do use the app because the tool itself is so universal.”
L'Oreal USA Professional Products Partners with StyleSeat
Article Excerpt: "By combining our knowledge of our consumers and the growing digital needs of the industry, L'Oreal USA Professional Products Division has an incredible opportunity to match the innovation of our company's DNA." stated Sarah Liang, Assistant Vice President of ECommerce & Digital Strategy at L'Oreal USA - Professional Products Division."
Killer B2B App: Hair Stylists Spend Average of 29 Minutes with Redken App
Article Summary: Interview with Sarah Liang Kress, Director of Integrated Marketing Communications, Redken 5th Avenue NYC. “As Redken and Pureology’s director of integrated marketing communications, Sarah Liang Kress leads both brands’ digital efforts and strategies in the US for consumer and business-to-business audiences. She talked with eMarketer’s Kris Oser about Redken’s Style Station app, a B2B product that targets salon professionals."
Refreshed Approach
"Pureology's packaging transformation created an exciting opportunity for Pureology.com to experience a refresh that modernizes our website features and ensures messaging that meets the needs of every visitor." says Sarah Liang, director of interactive marketing for Pureology...Pureology is not just a hair salon brand. Pureology is a promise. Whilte designing the new look and feel of Pureology.com, our ultimate goal was to ensure visitors are captivated by pureology.com and deepen their emotional connection."
App-etite for Engagement Marketing: Beyond the Browser
Article Excerpt: "The Redken app is a marketing and branding vehicle. In addition, it has a look book feature that allows stylists to create their own custom portfolios, a timer function that brings the standard egg timer into the digital age and a community feature known as “The Break Room” that Sarah Liang, Redken’s director of integrated marketing communications, described to eMarketer as “Facebook for hairstylists.”"
L'Oreal USA Professional Announces Collaboration with StyleSeat
Article Excerpt: "By combining our knowledge of our consumers and the growing digital needs of the industry, L'Oreal USA Professional Products Division has an incredible opportunity to match the innovation of our company's DNA." stated Sarah Liang, Assistant Vice President of ECommerce & Digital Strategy at L'Oreal USA - Professional Products Division."
L'Oreal Professional, StyleSeat Link Up
Article Expert: "[The Web site] is powered by L'Oreal and we do all the heavy lifting," said Sarah Liang, assistant vice president of e-commerce and digital strategy at L'Oreal USA Professional Products Division. "We handle the shipping and the packing so they don't have to worry about UPS labels, or boxes in salons. At the end of the day, the salon gets a commission.”
L'Oreal USA Professional Products Division and StyleSeat, Changing The Face of the Professional Beauty Industry
Article Excerpt: By combining our knowledge of our consumers and the growing digital needs of the industry, L'Oreal USA Professional Products Division has an incredible opportunity to match the innovation of our compan'ys DNA," stated Sarah Liang, Assistant Vice President of ECommerce & Digital Strategy at L'Oreal USA Professional Products Division"."
Is My Head Done? Redken App Works The Hairdresser Station
Article Expert: "Part of our strategy was providing an app that would be applicable even to salons that didn’t carry Redken,” says Sarah Liang, director of interactive marketing, Redken 5th Ave. And so a key component was just an alarm and timer. Understanding how things happen in a salon, Liang and her researchers knew that most hairdressers still use kitchen timers at a station to time the coloring or treatment applied. “We wanted to translate a habit into something digital they could keep in their pocket,” says Liang.”
Mobile: Key To Desk-less Professionals
Article Excerpt: Per every Web penetration report you’ve ever seen, ever wonder about those 1% of consumers who aren't online? Those are hairstylists, half-joked Sarah Liang Kress, Director of Interactive Marketing at L’Oreal USA, during an afternoon keynote at OMMA Mobile. “Hairstylists are late [Web] adopters,” she said - or, at least, they were when personal computers dominated Web access. Now that mobile has overtaken PCs, hairstylists- and, likely, other professionals without any need for a desk -- are catching up."
L'Oreal 3 Pronged Mobile Approach
Article Excerpt: "In the afternoon’s first keynote, Sarah Liang Kress, director of interactive marketing, L’Oreal USA, talked about how the cosmetics giant has aligned its mobile strategy with its three main audiences: cosmetological students, professional hairdressers, and consumers. Based on its own data and third-party research, L’Oreal wound creating an iPad app for students to use in class, a smartphone app for hairdressers, and a mobile site to reach the wider consumer audience."