The former Pre-Coloration Primer was the weakest-selling product in the range. The use case lacked relevance to non-professionals, while the formulation had much wider possibilities, broad areas of application.

I repositioned the product from a niche item to a beloved everyday product, a leave-in conditioner for all hair types. New name, new category, new narrative, new visual world.
From a niche salon product to a leave-in conditioner for everyone, with a campaign that turned milk into a mood.

Four months from idea to launch.