Harmony For Your Hair

Agency: TMW
Client: Kerastase
Credits: Art Direction

We were asked to pitch for a number of L'Oreal premium hair care brands. They needed to define and differentiate their brand identities online and on Social Media, in order to drive awareness and target the right audiences. We came up with different look and feel and "manifestos" for each brand to strengthen their identity and then we proposed activities and campaigns they could use during the year across digital channels. Here's what we suggested for Kerastase.

We’ll hire a single location with lots of different-looking interiors and exteriors (such as an incredible townhouse or country estate), and in a single day, shoot three models with different hair types, and get lots of beautiful, aspirational content for use across our social channels. For instance, on Instagram, these could be simple high-end images, or animated as cinemagraphs.

#BeforeKerastase #AfterKerastase
We’ll shoot before and after shots of models who’ve used Kerastase, and use these on Instagram to invite people to take a selfie and use #BeforeKerastase to get a free sample.
These samples will then encourage them to use #AfterKerastase to show their hair’s improvement - and to win more exclusive luxury prizes.

We’ll partner with high-end lifestyle bloggers (The Pool, Fashion Me Now, Who What Wear) to get top tips on how to deal with specific hair problems.

We’ll create Pinterest boards for every different hair type - wavy to curly, short to long, dyed to dry, frizzy to straight - and populate these with aspirational imagery. We’ll also share the imagery on our Instagram, and change the link in our bio to drive people to our Pinterest.