LAUNCHING THE HAIR-CARE BRAND THAT REFUSES TO BEHAVE
HAIR SO GOOD,
YOU CAN BE NOUGHTY
The naturals hair-care category was taking itself incredibly seriously and we saw an opportunity to disrupt. By having fun with the connection between virtue and goodness, we created a vibrant brand that’s as playful and engaging as it is witty.
Celebrating real women and their everyday lives, our campaign invites women to throw off the shackles of suffocating perfection. To have their cake and eat it.
BRAND POSITIONING + IDENTITY
DIGITAL + PRINT ADVERTISING
WEB DESIGN + BUILD
SOCIAL + VIDEO
Our integrated campaign is delivering marked category stand out and the brand has gone on to win the 2017 Beauty Shortlist Editors Choice Award. Sales performance has been excellent and feedback across the board has been positive. Work continues to launch another ten new products in the NOUGHTY range and to launch the brand internationally.