Cosmo Prof is a hair and beauty brand for hair stylists, barbers, and aestheticians. The website contained an unengaging landing page for continuing education classes and events available to the stylists. The page was difficult to find, navigate, and search. Direct competitors had richer experiences and content and Cosmo Prof desired to lean into their brand promise of being an ally to and resource to their customers.
The ask:
• Develop a brand around the education content area of the business.
• Create an engaging experience for our customers, including content for brand-owned shows and events, vendor classes, and blog articles.
• Create a resource library that stylists could filter and search to find relevant classes and information.
• Develop a 360 campaign to launch the new experience.
Deliverables:
Cosmo Prof Institute naming and positioning
Landing Page, Events Page, Classes Page
Marketing campaign across CRM, physical stores, social, and paid media
I designed, directed, and partnered with our C-suite team, UX, copy, and development, owning the scope and execution of this project.
