Inspire trial of a new beauty product among young millennial women.
L'Oreal / Creative Strategy Lead, DigitasLBi
How do you get young women to use hair color in an entirely new way?
Get them to think about color in an entirely new way. As an accessory. A mode of self expression. A way to make any experience a bit more colorful.
To launch Color-Styler, a category-creating form of bold, temporary hair color, we developed a digital-first campaign to inspire young women to be bold, fearless, fun-loving girls. Leveraged beauty vloggers and influencers to lower the barrier of trial through education and inspiration. Created a promotional hashtag to spark sharing. Launched during festival season to tap into the freedom, fashion, and self-expression of festival culture.
Product Launch / Digital Creative Strategy / Content Strategy