Valkea – a 360° marketing agency specializing in beauty marketing – is responsible for the concept and full execution of Jantar’s latest campaign: “Back to What Works”.
The new Jantar campaign was designed in response to a clear consumer trend: a return to trusted and proven beauty solutions. Its goal is to re-engage users who, in recent years, have been experimenting with new products, but are now looking for formulas they can rely on again. The communication highlights the brand’s credibility, consistency, and effectiveness in everyday hair and scalp care.
The concept, strategy, and end-to-end execution of the campaign were developed by Valkea, a social media agency that has been working with Laboratorium Kosmetyków Naturalnych Farmona – the owner of the Jantar brand – since January 2022.
Valkea defined the creative direction and translated it into a cohesive communication platform, including a proprietary photo shoot and the production of video content tailored for digital and social media channels.
The campaign focuses on promoting the brand’s iconic products available at Rossmann stores – the bestselling scalp conditioner and regenerating shampoo – now joined by new additions: a regenerating mist and an exfoliating shampoo.
A key pillar of the campaign is collaboration with content creators and UGC creators, who enhance authenticity and anchor the communication in real user experiences. The campaign features models and creators from different generations – both long-time users of Jantar products and those discovering them for the first time. The communication is further supported by social media marketing and performance marketing activities, ensuring both reach and effectiveness.
– The starting point for the strategy was capturing the moment when consumers stop looking for “something new” and start looking for “something reliable”. We increasingly see that fatigue from excessive promises translates into a need to return to trusted and credible solutions. Our goal was to translate this insight into communication that builds trust and long-term relationships with the brand. This is an approach we consistently develop in our work, creating messaging rooted in experience and authenticity – values that truly matter to audiences today – says Joanna Łuszczyńska, Social Media Director at Valkea Media.
The campaign was designed to seamlessly guide consumers into the brand’s world – from the first point of contact with the message to a conscious product choice.
