It’s great to be yourself. And even go a step further and “Be Your Way” – which is encouraged by the Remington brand slogan. On the other hand – it’s nice to get inspired sometimes. Especially when it comes to someone as special as Mom. As part of the Mother’s Day competition for the Remington brand, we decided to connect and create an idea that will connect generations.
Recognized around the world, the Remington brand is a leader in the personal care device category. Since its inception in 1937, the manufacturer has introduced innovative hair styling and haircutting products to the market – like the first cordless razors and hair clippers. Currently, the brand is part of the American Spectrum Brands holding.
The results of the contest exceeded our expectations – both in the level of involvement of the participants, as well as in the sales results and the increase in market share of the Remington brand. All this led to the contest being awarded by Spectrum Brands as the best marketing project in the “Marketing Excellence” category.
Hair has always been an important topic for women – and not only women – since forever. As a brand with a long tradition, Remington knows this very well. Therefore, in the competition on the occasion of Mother’s Day, we decided to refer to the experiences of two generations of women. Mothers and daughters.
Hairstyles, facial hair, fashion change from decade to decade beyond recognition. Trends disappear, evolve – and come back in a new form. The currently fashionable “nineties” are most often associated by a statistical Instagram user with photos of their parents from their youth. And although we sometimes smile when looking at their “looks” from the past – these archival photographs always evoke emotions. Therefore, on Mother’s Day, we decided to encourage women to share these unique memories from the past. But also to go a step further – and treat them as a starting point for your own interpretation of past trends and for expressing yourself through your hairstyle. In mind the Re-mington brand slogan: “Be your way”!
As part of the competition task, it was necessary to create a hairstyle inspired by a photo of her mother from the past. The photo of the styling, along with the photo of my mum, which was the inspiration, should be published on Instagram, with the hashtag #MamyStyl and the tag @Remington. Lots of fun, little paperwork. And a great prize: a set of Remington products for mother and daughter worth PLN 2,400!
We invited the creators of beauty and lifestyle channels: @napieknewlosy, @lifecatchers and @jbanaszewska. With the help of Remington brand products, they were the first to deal with the competition task and recreated the old looks of their mothers. The support of influencers as well as publications on popular portals about “women” urodaiz-drowie.pl, Wyspaakobiet.pl, planetakobiet.pl translated into high interest in the competition and in Remington brand products.