Design consultancy: Free The Birds
Advertiser: I C Scandinavia

Executive Summary

Eleni & Chris is owned by IC Scandinavia, a company founded by Norwegian mother and daughter Inger Ellen Nicolaisen and Christinah Nicolaisen. Both are strong entrepreneuria figures within Scandinavian hair and beauty. Each wanted to leverage their reputations to create successful premium hair and beauty ranges formulated with high quality unique ingredients from the Scandinavian landscape. But neither had previously had their own product range.

Eleni & Chris' inaugural range was the Eleni & Chris Salon Signature Collection, the development of which defined the master brand architecture which was used for the development of subsequent product ranges - including: skincare, styling, men's skincare and cosmetics.

The Signature Collection's launch needed to establish Eleni & Chris as the Scandinavian experts in haircare; create a platform for future growth; secure distribution; and take market share from larger, established rivals.