AS HAIR COLOR AND HAIR DAMAGING BECOMES A MAINSTREAM CONVERSATION AMONGST NEW GENERATIONS, REDKEN PARTNERED WITH US TO CLEAR SOME RUMORS UP. 

 

WE CREATED A VIDEO FOR REDKEN'S CITYBEATS LAUNCH TO INSPIRE CREATIVITY,  AND ENCOURAGE INDIVIDUALISM AND SELF-EXPRESSION AMONGST A YOUNGER AUDIENCE, ALL WHILE EDUCATING THEIR CONSUMER.

Unleash your boldest self.

 

The Work

"You Dare, We Care" is the digital campaign we created and produced for the launch of the new KÉRASTASE BLOND ABSOLU LINE. One that introduces the products and celebrates the Blonde. 

 

The campaign consisted of a hero video, nine video interviews, hero and social imagery, social cutdowns, and how to videos — ultimately uncovering and redefining what it means to be Blonde (Absolu).

 

In collaboration with a group of nine diverse and daring influencers, our hero campaign video inspires, empowers, and dares our audience to own their Blonde, and KÉRASTASE BLOND ABSOLU will take care of their hair.

 

TODAY, MORE THAN 75% OF WOMEN HAVE COLORED THEIR HAIR.

IF DONE CORRECTLY, COLOR CAN ACTUALLY IMPROVE THE TEXTURE OF THE HAIR AND ENHANCE ITS CONDITION, DESPITE ITS HAIR DAMAGING REPUTATION.

 

As hair color trends move in the direction of vibrancy,

the conversation surrounding hair color damaging becomes more mainstream. Redken wanted to release an easy-to-use, fashion-forward palette of urban colors, styles, and inspirations to address these concerns and inspire creativity.

 

Our objective was to connect with our young target audience, and to educate and inspire them to express themselves with fun, colorful, and vibrant styles, inspired by the streets of New York City.

 

We worked with model and DJ Chloe Nørgaard - known for her hair color and high energy - to capture the vibrancy, style, and fun of the product line. We set against the backdrop of New York City to emphasize the urban nature of the brand.

 

 

GIVEN ITS SUCCESS, CITYBEATS HAS SINCE BECOME A MAIN FOCUS FOR REDKEN BRAND. FROM INTERNAL MEETINGS TO CONSUMER-FACING CONTENT, THE CITYBEATS LAUNCH VIDEO HAS BECOME THE VISUAL IDENTITY OF THE HAIR COLOR LINE.