Have you heard of Tracey Roberts? Hairdresser and salon owner from Swansea. If you haven’t heard of her, you may recognise her face from lifestyle and fashion magazine Elle. Tracey, owner of Inspirations salon based in a retirement home first got noticed by making a complaint.
After seeing an Olay feature advertising real and everyday women, Tracey felt like the young, beautiful women used for the advertorial did not portray the realness of the everyday women using the product. Tracey had a confidence boost that gave her the courage to share her thoughts with Olay. Olay responded to Tracey and accepted the challenge to use real customers in their advert… Starting with Tracey and her two pals Donna and Rosalba.
Tracey says “I understand why companies use a known model/actress as their ambassadors. Their high profile/image promotes more sales. And here, is where there is an opening for big name brands to harness the buying power of the ordinary consumer by making their products not only believable but more inclusive, recognise their audience and use them in their campaigns. Olay, is ahead of the curve by doing this, featuring not only a the high profile personality, Angela Scanlon, alongside us real women (their customers)in June’s edition of Elle magazine…..The only company I am aware of that uses real women in its advertising, is Dove. “
Olay immediatley agreed with Tracey’s comments. Their skin promise campaign had been in place for over 2 years, so it was a great opportunity for the brand to partner up with the salon owner and her friends. Olay says “We had two options, send Tracey a voucher and a nice reply, or use this as a moment to really be a force for good. At Olay we want to represent all women in our advertising, so in response (because she was fearless and bold, and the embodiment of our #FaceAnything ethos) we asked Tracey and her friends if Olay could put them in the June edition of Elle Magazine. By putting Tracey and her friends in the spotlight we hope to empower more women to feel confident to face anything.”
Check out Tracey and her friends reaction to the mag here…
We asked Tracey what her clients had to say about her new celeb status, “The feature in Elle has been a talking point for many, created a frisson of excitement that their hairdresser is hobnobbing with the famous (just kidding)”
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