ENGLEWOOD CLIFFS, NJ: Unilever salon haircare product company Nexxus is engaging its core audience by creating experiences through an online magazine and a partnership with the Tony Awards.
The brand launched a Nexxus Endless Style Digital Magazine through its Facebook page earlier this month to offer consumers an inside look at beauty trends and tips.
“Nexxus is about real quality and experience,” said David Rubin, Unilever marketing director for haircare US. “The Nexxus user is very into haircare and believes the products she chooses are important to the quality she gets, and she believes you have to pay for quality sometimes.”
To access the magazine, consumers have to “like” the Nexxus Facebook page, which has nearly 69,000 fans and is managed by Kaplow, the PR agency partner for the brand since 2006.
Nexxus also partnered with AOL to create an Endless Style Bar website as part of the magazine, which includes videos and other content on different hairstyles. To promote the online publication, Endless Style Bar will hold events at select Ulta Beauty story locations in Chicago, Dallas, Miami, and Redondo Beach, California.
Influencers such as beauty editors and celebrity stylists are featured on the website, and fans are also encouraged to provide feedback and interact with the magazine. Rubin added that the Nexxus woman believes in experiences and her relationship with Nexxus is the same as her “feel for life.”
“[The Nexxus woman] is somebody who's involved in the category, and she's willing to put the time in to get out what she wants,” explained Rubin, “so the digital magazine really allows us to engage with her one level further, the way a premium expert brand should.”
Separately, Nexxus was the first official and exclusive beauty partner of the Tony Awards on June 10. Rubin said the idea for the three-year Tony sponsorship came from Nexxus looking for a way to reach women who believe in experiences, and the brand decided to do that by “celebrating women in the arts.”
Nexxus partnered with Melissa Meyers, PageDaily.com editor-in-chief, to provide Facebook and Twitter content from her spot on the red carpet and behind the scenes at the awards show. It also teamed up with Tony Award nominee Laura Osnes to do her hair and make-up for the ceremony.
Social media was also a major part of the PR component of the sponsorship, with Nexxus asking trivia questions and providing content to fans on Facebook and Twitter during a live simulcast in Times Square during the show.