Chi Haircare's Campaign at Walmart Includes Social Engagement

Farouk Systems’ Chi Haircare is promoting its launch at 600 Walmart stores with an omnichannel campaign that includes targeted advertorials, advertisements, social media engagement, influencer marketing, in-store signage and a sweepstakes.“Collaborating with Walmart has been an enriching experience,” Farah Faulkner, Farouk Systems president of sales, told the Path to Purchase Institute. “Their structured approach, coupled with the presence of dedicated buying teams for each category of business, has facilitated smooth communication and ensured that our products receive the attention they deserve.”Shoppers can take a selfie at a Walmart store that stocks Chi products and share it on Facebook, Instagram or TikTok, tagging the brand’s account and using #ChiSweepstakes from March 18 to June 18. The sweepstakes awards five winners a trip to Houston for a makeover with one of the brand’s celebrity stylists, a tour of the brand’s headquarters and a dinner at seafood and steak restaurant Truluck’s. While there is no in-store signage for the sweeps, Chi is promoting it across Facebook, Instagram and YouTube.“The contest was designed with the aim of driving consumer engagement and directing traffic to our new Farouk Systems destination for Chi Haircare products within Walmart stores,” Faulkner said. “Consumer behavior guided the development of the contest to ensure maximum participation and impact. We know the more engagement, visibility, and involvement, the better impact it delivers to the consumer, and [that] is what we are achieving through the contest.”Individual category managers are tailoring the brand’s merchandising at the store level.“This approach allows for a strategic placement that optimizes visibility and accessibility for customers browsing through Walmart's extensive offerings,” Faulkner said. “We created QR codes and videos to have information accessible for the consumer to gain knowledge of our products.”The premium brand collaborated with Walmart on the launch with multiple in-person meetings at the mass merchant’s headquarters in Bentonville, Arkansas, presenting their products and discussing how to align their goals with Walmart’s assortment strategies.“We want to ensure that Chi Haircare products are readily accessible to consumers across various demographics and geographical locations,” Faulkner said. “By forging strategic partnerships with brick-and-mortar Walmart locations, we aim to enhance brand visibility and reach new audiences while maintaining a personalized shopping experience tailored to each retailer's unique clientele.” Walmart is selling a curated selection of Chi products designed to meet the needs and preferences of the retailer’s customers including Chi Silk Infusion reconstructing complex, Chi 44 Iron Guard thermal protection spray and Chi Care shampoos and conditioners.“Chi products cater to a broad spectrum of consumers, encompassing individuals of all ages and hair types,” Faulkner said. “Our diverse range of products ensures that there is something for everyone seeking quality hair care solutions.”Chi continued working to provide easier access to its products by following its Walmart launch with the debut of a TikTok shop.

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