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.

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