Remington: a launch that sold, with 30% more sales in the first quarter

Client: Remington, the global personal care brand
My role: Brand Manager
The result: Hair clipper sales up 30% in the first quarter of launch, year on year
What I launched: A new range of professional hair clippers, with a motorsport partnership

Sound familiar?

• Retailers will only give you shelf space if they believe it will sell through.

• Your brand speaks well to one audience and hardly at all to another.

• Launches make a splash, then sales settle back where they were.

The starting point

Remington was launching a new professional-grade range of hair clippers. It needed retailers to stock it and men to choose it, and many of those men did not yet see Remington as their brand.

How we worked

Starting with the customer

We planned for three audiences from day one: retailers, who needed confidence to stock it; the press, who needed a story; and consumers, who needed a reason to care.

Doing the work together

We built the launch around a partnership with a GT3 motor racing team, with a competition to win a race-driving weekend in Hungary, and made it consistent everywhere: packaging, point of sale, brochure, web, social and the team's own livery, delivered with several agencies.

Going further

Beyond launch week, ten winners and their guests went to Hungary for the race-driving weekend, giving the campaign a second story to tell.

What changed

• Hair clipper sales up 30% in the first quarter of launch against the previous year

• Stronger engagement with a male audience

What it means for your business

A launch has two customers: the one who stocks it and the one who buys it. Plan for both, or the first one will not reorder.

Launching something soon? Take the free two-minute Growth Check and see where you score.