Trade Marketing Internship
For 6 months I supported L’Oreál Professional Product Division with managing brands such as Redken, Matrix, Kérastase, Shu Uemura and L’Oréal Profesionnel. The division focuses on B2B sales with hair salons and retailers as customers and marketed products with email marketing, social media marketing, and hosting events and training programs for hair stylist. By supporting the marketing team with this responsability and producing content for all the brands, I gained experience working strategically with a brand portfolio.
Overall I learned a lot about relationship marketing and the hands-on approach required for it to succeed, how to coordinate national product launches, and how to communicate clearly in a fast-paced and global organisation. I’m grateful I never forgot to have fun along the way.
I designed and ordered brand material for an event with Swedens top 300 hairstylists.
I planned and coordinated a Biolage event for L’Oréals partnering retail stores such as Åhlens, LYKO, and Bangerhead. Our intentions were to show off L’Oréals latest products and create an environment that encouraged attendees to share their experience on Instagram.
On the day of the event I was in charge of installing the set pieces and directing the team with packing goodiebags.
Redken Iceland wanted to tell their social media followers about an upcoming event and asked me to create a design for a post on facebook and Instagram. I always try to apply an agile workprocess to projects by incorporating the client in the decicion making and making fast iterations.
I also streamlined the creative process by clarifying the separation of roles for convergent and divergent thinking. I focused on generating many different variations of designs, without being self-critical. There-by saving time. I left the critical part to my managers who had plenty of options and could then provide well-founded feedback. This saved me time and facilitated their decision making.
Working this way by separating the creative and the critical process was useful when guidelines or directions for a project were not defined. In cases where guidelines where provided, or the client and I had worked long enough together to know what they wanted, I could make critical decisions myself.
I designed and wrote newsletters for Redken’s loyalty program. With the program MailChimp, I could match the message with imagery to give customers a punchy introduction to the new deals.
A customer with three salons in central Stockholm requested signs for a Biolage deal. Since I was limited to printing in A3 format and smaller, I chose to divide the message into several posters. (Large displays have a strong positive effect on sales, but even a few smaller, related posters increase sales compared to just one sign.)
The customer was so happy with the material that L’Oréal’s salespeople asked me for posters for their other customers. The value of the posters were in this case mainly as a service to maintain strong relationships with L’Oréals customers.
The posters make use of the proximity effect, which is based on the fact that people are most susceptible to advertising just before buying a product. I made sure to provide many formats so that the salon could place them in view of the customers during their salon visit.
Here are some more posters