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 pack design and integrated launch campaign delivered target sales and category stand out, despite a comparatively small marketing budget in an intensely competitive sector. The brand won the Beauty Shortlist Editors’ Choice Award and continues to expand with NPD to meet customer demand.