Life's Too Short For Bad Hair

Agency: TMW
Client: Redken
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 Redken.

YOUR #SelfieExpression
We’ll go out and about in London, and find women (and Redken stylists) with amazing style. We’ll create Instagram posts featuring a quote about their look. Followers can use #SelfieExpression to share their unique style for a chance to win Redken products.

An Instagram partnership with ASOS, where users can view 8 ASOS-curated outfits, click on the tag to see the hair that matches, and tag themselves to win their favourite look - and the Redken products that complete it.

BIG IS BEAUTIFUL - Volume Booster product launch
We’ll support new product launches with bespoke social content. For new Volume Booster, we’d create a campaign celebrating big beautiful hair. We’d shoot for one day, but produce lots of different content.