Kent Brushes

Digital campaign for world’s oldest hairbrush manufacturer

The Brief

Kent Brushes is one of the UK’s oldest and most prestigious retail brands. Kent holds a pre-eminent place in the history of brush making, with an unbroken record of excellence in the quality of its production which has been recognised by the granting of Royal Warrants for nine reigns. The highly reputable heritage brand approached our agency with the intention of launching a national press and outdoor media ad campaign to raise brand awareness within a more youthful market. The brand had identified that while their existing customers were fiercely loyal, awareness of the brand by millennials was relatively low and this was negatively impacting sales.

The Solution

CuCo proposed to accelerate and strengthen the brand’s online presence by driving higher social interaction and generating greater enquiries and sales on the website, rather than adopt a traditional print ad campaign. We created a highly visual branded online identity for Kent Brushes, maintaining their iconic rich heritage but with a modern twist. Our collaboration also tied in with an exciting product launch for Kent Brushes, the ‘Oooh That's Nice!’ Brush, and an online product launch campaign would be the key element of our initial work for the brand.

To support the launch, CuCo art directed and managed production of a lifestyle and product photoshoot, coordinating a team of models, makeup artists and hairdressers. We embraced a highly visual campaign combining Kent Brushes iconic rich heritage, with a contemporary feel to incorporate its latest news and newest products.

Results

CuCo helped the brand embrace a smooth transition of their quintessential British Heritage brand into the digital age and with CuCo's launch and promotion of the new product, we were able to drive traffic to the Kent Brushes website and encourage people to find out more both about the products and the brand itself. From the results of CuCo’s digital campaign and promotion of the ‘Oooh That’s Nice’ brush, Kent were approached by Boots who were keen to stock the revolutionary brush in selected stores across the UK. Since stocking the ‘Oooh’ brush, CuCo’s ongoing social strategy has also encouraged Boots to open more retail space for Kent to stock further ranges including their 'Perfect For' and 'Finest' collections.

In just three months, Kent Brushes Instagram account trebled its followers - many of whom were millennials, and key products are constantly selling out on the Kent Brushes online store. CuCo now continue to manage their social presence across Facebook, Twitter and Instagram and are responsible for the design and development of their brand new eCommerce website.

 

"CuCo's work on our website and social media campaigns has made a significant different to our business. We've seen a dramatic increase in online sales and interaction with our customers across social media platforms about our company and products. Always quick to respond to our needs, CuCo offer great supper and guidance in this new and unfamiliar area of our business."

UK Sales Manager, Kent Brushes

Services Provided:

  • Campaign Concept
  • Photography
  • Art Direction
  • Online Advertising
  • Content Marketing
  • Social Media Marketing
  • Social Media Management