The Brief: Professional haircare brand, Pravana, wanted a new vibe and feel to relaunch their ChromaSilk HydraGloss Demi-Permanent Gel Hair Color. Clever social, email, and banner copy emphasized the product’s key messages of color, shine, and moisture while water imagery and glossy visuals created a refreshing world of radiance. As a result, the the product became reborn with a fresh tone and voice that was incorporated into a total of 20 assets between organic social, paid social, web banners, and email copy.
CW: Becca Couzens
AD: Paz Gutierrez
CD: Kathryn Davenel
Social:
Organic social stories and in-feed posts serve a mixture of empowering and tactical copy to re-introduce HydraGloss and launch the product
Paid social posts created the aesthetic, feel, and vibe of HydraGloss, highlighting glowing models and creating a visual experience full of shine and radiance.
Email:
Consisting of headline, subcopy, list of key product benefit messages, and a CTA to explore the world of HydraGloss.
Banner:
Eye-catching banners that reinforce the product visual and reinforce the 24 shades available.
