Work

SGX NYC · #hairgoals

SGX NYC wanted to increase awareness around winning two Allure Best of Beauty Awards and reinforce the brand’s positioning with cost-conscious consumers looking for premium products. We hit the bullseye with three well-known #hairgoals influencers.

SGX NYC brand wanted to increase awareness around winning two Allure Best of Beauty Awards and reinforce the brand’s purpose and positioning with the target. We hit the bullseye with three influencers well-known for being absolute #hairgoals. 

The influencers were Maria Bethany, Jessi Malay, Roxette Arisa and their expertise lay in different areas spanning fashion, beauty and lifestyle. This range exposed more potential new consumers to the SGX NYC brand and generated buzz around the Allure Best of Beauty winning products: the Dry Touch Volumizing Dry Shampoo and Curl Power Nourishing Curl Cream. 

The resulting content out-performed client expectations with high engagement, high retention rates and an avalanche of likes and comments. The six Instagram timeline posts generated over one million impressions. In just over a week, the YouTube content had over 100,000 views and both of Roxette’s in-feed IG posts outperformed all of her organic content.

brown wavy hair with three hair clips that look like safety pins.

Female presenting influencer posing for the camera in a sleek white blazer and leather black pants. She is confident and raises her hand to perfect her long brown hair that is styled in a middle part and she's wearing make-up that accentuates her strong features. She's in front of a mirror with a table with SGX NYC products.

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