JOHN FRIEDA
A NEW SIDE OF BRUNETTE
Success story:
This campaign was for a collection in its second year in market, yet still needed to feel like a "big launch".
So we tapped into the insight of how a subtle change in hair color can make you feel completely different.
From TV to social, and in-store, we served up 2 sides of every activation to make Brilliant Brunette® feel brand new.
In-store, we proposed a geo-filter to allow shoppers to see their hair shade shifted instantly.
Aisle flags next to product would draw her attention and let her know about the special, in-store only filter.
Brighter vs. Deeper content was the fuel for social: asking brunettes to show us which side they would choose.
