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Website Overhaul

Macadamia launches a new social strategy and refashioned website

Macadamia Beauty has joined forces with MILK Studios-the creators of MADE Fashion Week-to shoot a new visual branding campaign spotlighting the Macadamia Muses-Vashtie Kola, Maria Papathanasiou, and Camila Moronne.

Throughout 2014, the campaign will be featured in all salon and retail brand marketing efforts including visual merchandising, promotional, digital, and social campaigns.

Macadamia has linked the social calendars of the Macadamia Muses to planned new product launches and key promotions by leveraging the multimedia capabilities of MILK/MADE to further develop Macadamia's visual brand direction and social strategic footprint.

Social will be driven by cross pollinating followers of the Macadamia Muses with followers of the Macadamia brand on Facebook, Twitter, Pinterest, Instagram, and YouTube-to reflect the Macadamia "Oil Authority for Global Textures" brand positioning and ethnically diverse target market.

Vashtie Kola has been dubbed "NYC's Downtown's Sweetheart." She has created quite a buzz directing videos for Common, Joey Bada$$, and Kid Cudi. Kola also served as the creative director of Def Jam Records and is credited as the first female to design her own pair of Jordan sneakers.

Maria Papathanasiou-a native of Brooklyn-is as inspiring as the city she grew up in. A model, fashion stylist, and actress, she even had a stint as Megan Fox's body double in the upcoming Teenage Mutant Ninja Turtles movie.

Rising star Camila Moronne is the stepdaughter of Al Pacino and "BFF" of model Vanessa Hudgens. She boasts a larger social following that grows by the day.

Like these leading ladies, Macadamia's new site certainly encourages social interactions. It also flaunts a contemporary design aesthetic, boasts an interactive user experience and has a dynamic e-commerce site.

The redesigned site, in tandem with the spring 2014 MILK/MADE visual branding campaign, will help develop a strong and authentic visual identity and re-introduce Macadamia in the digital space. The launch of region-based microsites with potential to build and expand based on distributor needs includes localized languages to support Macadamia as a global brand across North America, Latin America, Europe, Middle East/Africa and Asia Pacific.   

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