To deliver, we firstly had to define the target audience’s tone of voice as a platform onto which we could build a new look and feel. After extensive consumer research we set about delivering the proof that a bright blonde needs to be seen, expressing the personality of the brand. The hair, the person, the look.
We talked shine and drama whilst communicating the efficacy and professionalism that was wanted by the target audience. The ” Instant Spotlight Shampoo” formed the sassy and confident look and feel, whilst the power of purple gave us the opportunity to be professional and communicate how the product works across each channel from point of sale material, to digital and social media.
Shortlisted by awwwards.com the responsive Touch of Silver website forms a foundation for the brand. We bring brand personality and technology together to deliver a valuable user experience and purchase call-to-action. Brand ambassadors deliver hair expertise through get-the-look videos with tips on how and why the product works.