Pink metallic hair care bottles and a pink metallic hairdryer on a white background. 
CAMPAIGN

Shine Therapy 2025

SERVICE: GO-TO-MARKET STRATEGY · CAMPAIGN CONCEPT  · CREATIVE DIRECTION · PR BOX
CLIENT: POMÉLO+CO

The retail & D2C launch of a new product line for shiny hair at dm and Rossmann.

The idea was to create an end-of-year campaign heroing the true feeling people have at year's end: pure and utter exhaustion.
In the weeks before Christmas, you feel like you need therapy.
Sometimes, however, a good glow up and a great hair day can get you through rough times, too.

Because hair can be the difference between a good and a bad day.

I created a  6-week 360 Campaign concept and launch architecture, from pre-buzz to holiday push, across all channels.

A woman with long black hair is sitting on a black leather surface, holding two bottles of skincare products labeled 'Shine Therapy' with a simple, modern design, against a plain white background.
Side-by-side comparison of a woman before and after therapy, showing improved hair health and smoothness after therapy.
A woman with long dark hair and blue eyes is lying on a pink satin pillow, looking at the camera.
A woman with long blonde hair holding a spray bottle of skin therapy essence creates with pink and white labeling. There is a shiny pink container with black and pink skin care products inside, placed on a black surface.

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