Thelma Plum for Herbal Essences
A true believer in holistic approaches to lifestyle, self care and beauty, Thelma Plum is one of the country’s most credible women who has grown up immersed in nature, the land and its feel-good offerings. With a strong connection to the country, Thelma was the perfect partner for Herbal Essences and their new bio:renew Potent Aloe collection.
The partnership between Herbal Essences and the Gamilaraay musician invited Thelma to share her raw love for the brand and importantly, aloe vera as a significant ingredient in the new botanicals range. Believing in the positive power of nature, Herbal Essences’ intention with the range campaign was to collaborate with an influential, bold and inspirational Australian artist who truly aligned with their approach to hair care, botanicals and sustainability.
The six-month partnership sees Thelma featured as a Brand Ambassador for Herbal Essences, sharing her affinity for the brand through social media posts, editorials, a stunning Herbal Essences photo shoot capturing her gorgeous locks along with her love of nature. Interwoven across Instagram posts and stories, Thelma celebrates the all-natural products and glamorous after-effects, as well as chatting with her audience about the personal and worldly benefits of the cruelty-free haircare line. This direct line of communication from such a loved and respected artist lent a priceless dose of credibility to the brand, both in showcasing results and sharing the foundational messaging about the products and the practices of Herbal Essences.
Audience analytics show that the social posts on both Thelma and the brand’s pages have over-indexed in viewership and engagement, including likes and comments. The campaign commenced in November 2020, with scheduled social media activity into 2021, already attracting just under 15,000 Instagram engagements across Thelma Plum and Herbal Essences pages combined. With over 11,000 alone on the artist’s page, the first campaign post tracked as one of her top five overall performing posts, over-indexing in performance at 156% of the average engagement on previous branded posts.
With an array of editorial placements, Thelma touted her love of the brand in Russh, Elle, Marie Claire and more, giving fans the opportunity to see a glimpse into Thelma’s every day beauty routines, along with her favourite Herbal Essences products in the bio:renew Potent Aloe range.
A beautiful and unforgettable collaboration for Herbal Essences and Thelma Plum, both the brand and artist have achieved an authentic partnership introducing the bio:renew Potent Aloe range, while celebrating shared beliefs about beauty, nature and sustainability.
Thelma Plum for Herbal Essences
A true believer in holistic approaches to lifestyle, self care and beauty, Thelma Plum is one of the country’s most credible women who has grown up immersed in nature, the land and its feel-good offerings. With a strong connection to the country, Thelma was the perfect partner for Herbal Essences and their new bio:renew Potent Aloe collection.
The partnership between Herbal Essences and the Gamilaraay musician invited Thelma to share her raw love for the brand and importantly, aloe vera as a significant ingredient in the new botanicals range. Believing in the positive power of nature, Herbal Essences’ intention with the range campaign was to collaborate with an influential, bold and inspirational Australian artist who truly aligned with their approach to hair care, botanicals and sustainability.
The six-month partnership sees Thelma featured as a Brand Ambassador for Herbal Essences, sharing her affinity for the brand through social media posts, editorials, a stunning Herbal Essences photo shoot capturing her gorgeous locks along with her love of nature. Interwoven across Instagram posts and stories, Thelma celebrates the all-natural products and glamorous after-effects, as well as chatting with her audience about the personal and worldly benefits of the cruelty-free haircare line. This direct line of communication from such a loved and respected artist lent a priceless dose of credibility to the brand, both in showcasing results and sharing the foundational messaging about the products and the practices of Herbal Essences.
Audience analytics show that the social posts on both Thelma and the brand’s pages have over-indexed in viewership and engagement, including likes and comments. The campaign commenced in November 2020, with scheduled social media activity into 2021, already attracting just under 15,000 Instagram engagements across Thelma Plum and Herbal Essences pages combined. With over 11,000 alone on the artist’s page, the first campaign post tracked as one of her top five overall performing posts, over-indexing in performance at 156% of the average engagement on previous branded posts.
With an array of editorial placements, Thelma touted her love of the brand in Russh, Elle, Marie Claire and more, giving fans the opportunity to see a glimpse into Thelma’s every day beauty routines, along with her favourite Herbal Essences products in the bio:renew Potent Aloe range.
A beautiful and unforgettable collaboration for Herbal Essences and Thelma Plum, both the brand and artist have achieved an authentic partnership introducing the bio:renew Potent Aloe range, while celebrating shared beliefs about beauty, nature and sustainability.