We revitalized a flagging hair care brand with industry-leading marketing initiatives and digital content strategy.
We acknowledged the elephant in the room—relaxers weaken hair bonds during straightening– while introducing a simple but disruptive claim: “Miracle Renewal leaves hair healthier than before you relaxed”. We highlighted and emphasized this bold statement with a 360 integrated advertising effort. Online we gave our consumer the information she seeks by providing details on the technology, ingredients, and other reasons to believe.
We surprised Alberto Culver by injecting new life into an iconic brand.
While the total Brand repositioning was being undertaken, we created an interim print and digital campaign inviting adult women to “Come Clean” about their skin issues. We also conducted qualitative and quantitative research to define a new target: the Insecure Seeker and to inform new packaging development.