FEKKAI
I was brought in to collaborate with the marketing, creative and digital teams to execute on the 2024 brand identity refresh. Importantly, this included refining brand statements to refocus the legendary haircare brand on its founder story, French roots and salon expertise – “haircare with French flair”. I then executed the refined brand identity across a reinvigorated website, where the new messaging is featured in the About the brand section. Additionally, to increase search traffic and maximize conversion, every product page was rewritten with relevant SEO terms and refocused on the brand identity.
“Carmine is highly talented in everything that relates to brand DNA and positioning, and is excellent at translating an original idea into a powerful, customer-appealing project. He is a beauty product junkie and passionate about his work. On a day-to-day basis, he is a great colleague to be around, friendly, entertaining and fun, while keeping the priorities and getting things done. It was a great privilege to work with Carmine over these years and I recommend him wholeheartedly.”
- Frederic Arbel, General Manager, North America, Prestige, Revlon