Fekkai Brands’ CEO Joel Ronkin is looking to push sales into overdrive by launching a new marketing campaign featuring beauty influencer Teni Panosian. The social media star, who has more than 1.1 million YouTube followers, will promote the brand’s salons and hair care products in a double-duty #TGIFekkai campaign, which kicked off this past Thursday with her appearance at Fekkai’s flagship salon on Fifth Avenue. An Instagram announcement of the meet and greet generated 12,000 likes in 12 hours.
“Teni is the perfect example of a powerful influencer who has a strong affinity for our salons and products. She has built a strong brand of her own on social media that complements that of our clients and consumers,” said Joel. “With the ideation of this socially driven consumer promotion for both the Frédéric Fekkai Salons and hair care brand, launching #TGIFekkai felt like the right time and opportunity to partner with someone like Teni.”
At the event, the first 50 attendees received a $50 gift certificate for any Fekkai Hair service, along with the opportunity to snag a photo with Teni. Everyone in attendance walked away with a swag bag of Fekkai samples, along with a code for a special “Get the Look” bundle featuring products used by Fekkai Creative Director Elie Camoro during Teni’s appearance. To extend the campaign beyond the one-time appearance, the bundle will be available online to consumers. Additionally, every Friday through Memorial Day, special #TGIFekkai deals and incentives will be announced via the brand’s social channels.
Fekkai has partnered with influencers in the past, but not to this extent, and this campaign is just the beginning of what Joel, who joined Fekkai in 2015 following the purchase of the company by Luxe Brands from Procter & Gamble, has planned. As the brand celebrates its 28th anniversary, Joel is aiming to highlight the experiences that make the salons famous. In addition to the marketing campaign, his blueprint for success includes enhancing the salon experience, introducing new hair care products and international expansion.
“We want consumers, some of whom we might not be reaching today, to see what the Fekkai experience is all about,” he said.