Flawless Beauty, a new hair care line co-owned by actress Gabrielle Union, along with Macademia Beauty LLC, might soon have a larger presence on social media.

PACO Collective is now responsible for the brand’s social media efforts including social strategy, content management and creation, social engagement, and blogger management.

Andy Rah, Vice President of Global Marketing for Flawless Beauty, says, “PACO’s findings, combined with their understanding of what women with textured hair seek in a new haircare product, as well as their expertise in multicultural markets in general, were key in our selection process. We trust PACO’s insight and their ability to help position Flawless as a trustworthy hair care product in the market.”

PACO developed its winning strategy using in-depth qualitative and quantitative research to develop compelling insights for launching Flawless into the market through all social media platforms.

Ozzie Godinez, CEO / co-founder, PACO, comments, “…we don’t stop until we reach insights that lead us to strategies that make the strongest impact. This is the case with any campaign, but especially one that lives on social media because it helps create genuine and authentic conversations that lead to brand advocacy and ultimately sales.”

Union is already successful on social media, with 7.6 million Instagram followers, 3.2 million Twitter followers and 700,000 likes on Facebook. “She and her fans have formed a unique bond on social media, which is where we can create and leverage brand advocates,” said Godinez.

Rah agrees: “We know that social media plays an integral role in this campaign because so many beauty consumers are looking to their timelines and newsfeeds first to research products and brands before purchasing them.”