Curl Boss
At the time, shoppers mainly went to Sephora for makeup. Hair care sales were not big and it had been ignored internally too.
We championed natural hair styles with our Curl Boss campaign for curly, coily and wavy hair. The campaign featuerd influencer twins TK and Ciprian Quann and emotional stories from all the models about their love-hate relationship with their hair and how heavily it plays into their identity. We also created Pocket Hairstylist, a Sephora app tutorial of how-to videos and product recommendations by hair type and style. We establish a deep emotional connection with hair care clients and enjoyed a tremendous amount of love on social media from celebrities like Zendaya and rapid adoption of the app.
Print and digital store signage,Site, InstagramSnapchat filtersPrint, online and mobile buying guidesDigital ads
