A woman kneeling and holding a giant tube of bond repair conditioner for damaged hair against a plain gray background.

molecular repair 

SERVICE: GO-TO-MARKET STRATEGY · CAMPAIGN CONCEPT & Management  · CREATIVE DIRECTION · PACKAGING
CLIENT: POMÉLO+CO
CAMPAIGN

The retail and D2C Launch a new product line for damaged hair at dm and win market relevance.

Peptid-driven molecular repair products were a new form of repairing extreme damage caused by bleach and heat. The products in the market were professional and costly. 

The goal was to position the molecular repair series within a mass market at dm. 

Over time, heat and bleaching damage hair, making it dry and brittle and, quite frankly, looking dead.
On social media, many women embarked on so-called hair recovery journeys. 

My idea was to introduce an easy 3-step routine called
"Cleanse Care Cure.“ CCC.
In short: Rebirth your hair. 

The packaging won the ETMA Tube of the year Award.

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.

  • Development of a campaign narrative with hero claims

  • Created & executed visual direction

  • PR Box and selection of Ambassadors

OUTCOME

  • Became the #1 bestseller ongoing.

  • +34% NL revenue growth.

  • +853% IG reach growth +569% ER

  • +29% Ecom revenue growth +49% visits

  • +34% NL revenue growth

A tube of molecular repair shampoo standing vertically on a reflective surface, with a dark background.
Person with wet blonde hair being styled or combed.
A pump dispenser with white foam on top, mounted on a metallic bottle against a grey background.
A blonde woman in a white tank top lying on crumpled aluminum foil.
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Young woman with blonde hair holding skincare products in both hands.
Product label for Haircare Supercharged Repair Complex, listing ingredients such as PHYTO KERATIN, GLYCEROL, RICE AMINO ACIDS, NIACINAMID, and benefits in German including protection against dryness and damaged hair, small damage repair, anti split ends, and vegan.
A woman holding a silver and white spray bottle of hair repair leave-in mask. The image features bold red text at the top stating "#1 BESTSELLER LEAVE-IN MASK" and various text annotations pointing to parts of the bottle, highlighting benefits like reducing split ends, repairing hair breakage, and containing an active peptide complex. There is a red button at the bottom with white text that says "JETZT BESTELLEN." The background is light gray.

Let’s Work Together