The heart of it
When a major retail partner wants support to upgrade its hair care category and your target consumer typically buys their shampoo/conditioner from more specialist stores (Priceline/online), it’s time to be bold.
Client
Thanks to NatureExpertise
Launch Strategy and Roll-outDigital Strategy and Campaign
Brand Identity and Strategy
Website and Social Design
PR & Influencer/ Ambassador
Behavioural Insight
For younger women Woolies just is not on their radar when it comes to haircare; ‘They can’t have something special enough for me.’
Solution
We created a fresh, premium Brand Identity and full Launch strategy, disrupting the category and our audiences’ habits with a playful and enlightened take on hair care.
The creative concept was simple but concentrated on communicating what the consumer wants for their hair, ‘because we believe that happy hair makes for a happy you.’ This combined with a striking bold colour palette of the products, created standout content.
