The hair styling market has long been dominated by one brand who leads by selling perfectionism, creating a toxic compare and despair culture. This pressure to be perfect is damaging to people’s self esteem and mental health. And more than ever, people are crying out for a new champion to challenge perfectionism.
We started by developing the overarching brand campaign to launch their new ‘Fiercely You’ proposition. We developed the strategy, channel plan and creative direction, bringing it to life through a content-led digital and social campaign.
‘Fiercely You’ is all about freeing yourself from the pressure of perfectionism and celebrating your own style. The campaign drives brand awareness whilst challenging perceptions, empowering consumers to celebrate their own kind of beauty and feel fiercely themselves.
Taking it from concept to creation, the campaign elevates the technology of CLOUD NINE’s styling tools. And brings the brand’s ethos to life through bold colours, fierce shots and confident models. We also enhanced CLOUD NINE’S product renders, giving them a new fierce identity, developing the physical products and giving their environments that premium and slick look and feel.

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