Background
In 2018, TRESemmé Arabia launched its new Keratin Smooth Collection for naturally smooth, flowing hair. But the perception of smooth hair was tarnished with the idea of it being poker straight. Moreover, the haircare industry was saturated by exaggerated claims of flawless, picture perfect hair. The idea of smooth but stiff hair along with the portrayal of unachievable hair was more of a burden than an aspiration to women.
Execution
Women are disillusioned by the unreal hair standards set by most brands. And while they want smooth hair, don’t want to feel trapped by its stiffness. They want hair that reflects their personality – versatile, flowing, flexible and free.
To battle this perception (while highlighting product benefits) we launched a campaign that showed hair like it was never shown before – all over the place. Why? Because with TRESemmé’s new collection, “Smooth Now Moves”. We infused the element of motion in every milestone of our campaign journey – from the hero ad to dynamic animated social media assets to special, interactive executions.
