Launch of a volume haircare line.

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.