BEING – FOR BEING YOU
Our challenge was to launch the global brand BEING into the highly competitive Central European market, tailormade to the unique characteristics of Generation Z consumers.
The core of our launch strategy focused on breaking communication barriers and creating authentic content that genuinely engages young consumers.
BEING Haircare set a crystal-clear goal for Skivak: enter the CEE markets on its own terms, proving that the best hair care is the one that simply allows young people to be themselves. The ultimate challenge was introducing a well-known global brand into a highly competitive Central European market while aligning perfectly with the specific mindset of Polish Gen Z audiences.
The Goal? The brand needed more than just building awareness from scratch. The priority was to forge a deep connection with an audience that values authenticity, inclusivity, and transparency. Our mission was to translate the brand’s global DNA into the language of local trends, break communication barriers, and convince young consumers that BEING is a brand that truly understands and supports them in their daily self-care routine.
Teaming up with a global brand created by New Zealand entrepreneur Jaimee Lupton is incredibly exciting for us. We’re thrilled that SKIVAK is part of the BEING story, driving their launch straight into Central Europe.
— Sylwia Włodarczyk Head of Growth, SKIVAK
NUMBERS
3
european markets
30
content creators
400
Hebe stores in Poland
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