Josiane Laure

Belle Branche


Total consulting from concept building to sales channel development

Josiane Laure is a high-end French hair care brand born from phytotherapy, study of the use of extracts of natural origin as medicines or health-promoting agents, and loved by the people of France for more than 30 years. Its products create healthy scalps and shining hair and developed by combining western herbal medicine concepts such as phytotherapy and aromatherapy with ‘oriental reflexology’ based on the idea of ‘chi’ (or qi).

Candlewick has worked with Belle Branche for more than 5 years across PR and marketing activities including press releases, media events and editorial placements. It is common for foreign brands entering the Japanese market to have a lot of information on its products features, ingredients and brand. Candlewick worked with Belle Branche to localize existing information for relevancy before activating a proactive communications program. The successful activities have resulted in Japan's top department stores taking on the brand and delivering a significant increase in sales.