During the competitive Black Friday period, Arlen.bg collaborated with BG-Mamma to engage its female audience, strengthen its professional hair care expertise, and highlight its premium brands.
Strategy
Emotional positioning with an emphasis on trust and quality
The communication strategy focuses on women’s strongest desire: healthy, shiny, and vibrant hair. Arlen.bg positions itself as a ‘reserved territory’ for professional hair care, combining 11 years of expertise, personalized consultations, and the trust of over 370,000 customers.
The messages centered on trust and uncompromising quality, highlighting premium brands from official importers, fast and secure delivery, personal attention, and a strong loyalty program. Arlen.bg’s own brands further reinforced the brand’s positioning as a true professional hair care expert.
First joint campaign with BG-Mamma
Engaging mechanism
For the first time, Arlen.bg partnered with BG-Mamma to develop an interactive campaign in which users shared links to their ‘dream products’ and explained their choices. The initiative drove strong engagement, delivered valuable consumer insights, and deepened the emotional connection with the brand.
Special participation by an opinion leader
The special participation of Жаки ★—an established leader in the beauty category and a long-time user—added professional weight to the campaign by presenting the Botox series and other carefully selected products, reinforcing Arlen.bg’s trustworthiness and expert positioning.
Gaming incentive
At the end of the campaign, five participants won the products they had chosen in the topic. The prizes not only rewarded active users but also served as a strong incentive, boosting engagement and encouraging the audience to join the conversation.
Results
The campaign generated high engagement, raised brand awareness, and reinforced Arlen.bg’s image as a leader in professional hair care. Its interactive elements and expert content sparked significant consumer interest.
The campaign’s success transformed our collaboration with Arlen.bg into a long-term partnership, resulting in two additional key campaigns assigned to us in 2025:
- Top hair care trends in 2025 – Always One Step Ahead with Arlen.bg
- Top summer cosmetic gifts from Arlen.bg
The Black Friday campaign not only achieved its goals but also created the foundation for a lasting partnership, positioning Arlen.bg as the go-to brand for high-quality hair care and strengthening its connection with the audience.