In September 2014, Macadamia Beauty, LLC is evolving its brand name from Macadamia Natural Oil to Macadamia Professional.
“The change in brand name reinforces the company’s commitment to the salon professional and our exclusivity to the professional industry. It also better represents the expanded portfolio offering, as well as overall future direction of the company,” said CEO Vincent Davis.
With this name change also comes a complete rebranding of the Macadamia Professional range with new packaging and new formulations, including the October launch of a curated collection of five Macadamia Oil infused stylers. Each styler offers varying levels of Style Control. All stylers and all future Macadamia Professional products contain Macadamia’s exclusive Pro Oil Complex, a blend of therapeutic Macadamia and Argan Oils, rich in Omegas 7, 5, 3, and 9, which provides nourishment, shine and manageability.
Macadamia Professional has repositioned its brand identity as “The Oil Authority for Global Textures,” recognizing that seismic global shrinkage and the burgeoning multi-racial population have created a marketplace ripe for a hair care range built around global textures. To that end, all Macadamia Professional products are designed to address the unique Moisture Level and Style Control needs of each global hair texture from Baby Fine to Coiled. In addition to the October 2014 Style Control segment created for all global textures, the new range will grow to include three texture based Care segments: Baby Fine – Fine, Medium – Coarse, and Very Coarse – Coiled, all due to launch in January 2015.
The restaged brand will be supported by a comprehensive launch plan, including Salon, Stylist and Client promotional offers, new visual assets shot by MILK Studios, the creators of MADE Fashion Week, a new website and integrated social strategy, plus a comprehensive consumer and trade print and digital advertising campaign. The campaign spotlights the Macadamia Muses: Camila Moronne, Maria Papathanasiou and Vashti Kola, each fierce, trial blazing, millennial hipsters, reflective of the textural diversity of the range and authentic, free spirited nature of the Macadamia woman.
Giannandrea Marongiu, Macadamia Professional’s International Creative Director, spearheaded the artistic vision for the campaign, incorporating his extensive experience working backstage and on set with a Who’s Who List of Hollywood heavy hitters, highlighting hair’s natural texture by interweaving classic styles with modern trends. Macadamia’s comprehensive strategic rebranding campaign will help to develop a strong and authentic visual identity while reintroducing Macadamia Professional to the salon professional space.