MARC ANTHONY
Shear Genius
Turning a start-up brand into an international icon
Challenge
In 1999, Marc Anthony was a start-up brand selling professional hair care products at drugstores across Ontario. With an ambitious plan for the future, Marc Anthony partnered with BTI to develop and drive their growth marketing strategy, with a goal of being the first professional hair care product line widely available in mass market retailers across North America, and at an affordable price-point.
Solution
BTI conducted market research and determined that a new brand identity, product packaging and a marketing campaign was needed to turn this hometown name into an internationally recognized lifestyle brand. To build credibility for the brand, BTI developed a brand story around “salon perfected hair care products, brought to you by world champion hairstylist, Marc Anthony.” We positioned Marc as the face of the company and hairstylists to the stars, and he quickly became a regular in the national media circuit, including as guest expert on City Line, and eventually hosting his own reality show in 2011.
Result
BTI brought the Marc Anthony vision to life by understanding what the brand represented and staying connected to the consumer at every touchpoint. By staying true to the brand message over the many new developments and business growth milestones, BTI was able to take Marc Anthony from an Ontario based start-up business to an internationally recognized and respected brand. As a result, over a three year period working with BTI, Marc Anthony saw revenue grow by over 1,000%.
