Cloud Haircare line

GO-TO-MARKET STRATEGY / 360 CAMPAIGN CONCEPT  /CREATIVE DIRECTION /PRODUCTION

Launch of a new product line designed specifically for thin hair and establish it quickly in a competitive market.


The hair-conversation is driven by extremely long, full, thick hair, full of shine and maximal volume. A reality little live in.
Women with fine hair struggle every day with thin strands, lack of volume, and greasy, heavy products. Everything can be a trigger: wind, weight, humidity. 

They are not looking for unrealistic volume; they are looking for a little fluff that stays up all day. 
The goal was to add lightness to the problem of fine hair, quite literally.
Instead of reinforcing the idea of extreme transformation and adding additional pressure to look a certain way, my goal was to hero fairy hair.
Fairy hair goes sky high. The cloud-like foam formulation lifts roots and cares for lengths without additional weight.

MY APPROACH

  • Defined and profiled the target audience

  • Trend research to identify cultural and category opportunities

  • Creation of a 360 ° launch campaign including pre-heat, launch, and after-glow phase.

  • Developed a campaign narrative with hero claims

  • Created & executed visual direction

  • PR Box to activate major KOL’s

OUTCOME

  • Became the #2 bestseller ongoing.

  • +75% NL conversion rate.

  • +310% IG engagement rate above average

  • +486% growth IG interactions.

Cream bottles with fairy wings in a sky background, featuring the text 'CLOUD the volume fairy' and 'S.H.Y.N.E PROFESSIONAL' branding.
A young woman with long brown hair sitting on the floor, wearing a white top, black skirt, pink shirt, and beige shoes, against a plain white background.
Close-up image of a frosted glass surface with water droplets and the partial text 'CLUB' visible.
A woman with fairy wings resting her head on her arms, looking at the camera with a neutral expression, against a white background.
Close-up of a white bottle labeled 'GOLD SHAMPOO' with additional text 'VOLUME: STRENGTHEN - CLEANSE' and 'LUXURIZE'.
A woman with long, blonde, wavy hair holding two white bottles of hair care products, one labeled "Conditioner" and the other "Shampoo," against a white background.

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