BIO’L is the result of the resilience that Shekofa has towards changing business landscapes. In 2011 with the ban on importation of hair coloration Shekofa decided to develop its own brand. In a mater of weeks the brands was created and launch the next month. Today the brand is the leader in not just hair coloration but multiple categories and has innovated in every category it has entered.

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The story of resilience

In 2012 the government halted importation of personal care products this signaled an alarm at Shekofa to start diversifying its basket into local products. BIO'L began with professional hair coloration. Today BIO'L is the leading brand in mass-tige hair coloration category in addition to adding more than 40 products in 4 other categories making it a household name in the Iranian market

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Best projects of Shekofa

Working in a creative industry often means that you need to present your work on a global stage, using an attractive and professional platform .

  • Operational excellence

    At launch BIO'L took a different approach to the hair coloration category. The category was contaminated with unhealthy payment terms and significant small competition. This was due to lack of investment on insuring a consistent supply to retailers which required them to buy in large quantities. Shekofa with its operational planning capabilities allowed retailer to buy in smaller quantities with regular pre-planned visits by sales reps insuring consistent order taking. This allowed Shekofa to provide lower payment terms to trade while improving its customer's cash flow and lowering its credit risk.

  • Effective marketing

    Shekofa looks at the marketing budget with great discipline. After significant research the conclusion was made to invest in events targeted at professional hair stylists. A leading hair stylist was recruited with a schedule of organizing 24 events throughout Iran to develop direct contact with the stylists to educate them on using BIO'L products. This resulted in a database of 12,000 hair stylist.