Campaign: Strength Cure launch
Pureology is L’Oreal’s premium hair care and styling range for use by professionals and salons.
Meant for use on coloured hair, Pureology wanted to launch a new range to target hair damage, a concern often cited by stylists as their customer’s key concern.
Pureology knew that the audience for their product was primarily concerned with hair damage, with the majority of women citing it as a key concern to their stylist.
A short animation would hold the audience’s attention and convey the key benefits of the product. While results such as 97% improvement after one use were important, we also needed to feature the lavender and honey fragrances key to the range.
By including these key ingredient hints at the product’s fragrance, the brand also reinforces its use of only herbal and botanical ingredients, and is also in keeping with its strict vegan policy.
To support the digital elements of the campaign a range of PLV items were developed, utilizing hand drawn elements in addition to the still photography.
Key to the product experience, and therefore essential to our various creative executions, were the fragrances of the Strength Core range. Honey and lavender not only add their scent, but more importantly reinforce the brand’s botanical and herbal focus.
To further reinforce the natural feel of the brand, we included illustration to create a more authentic look and feel, while still presenting a polished image. Time lapse footage of the illustration process builds seamlessly to transform into the final still photography.
The animation used illustration time-lapse footage captured right here at d.fferent, with photography stills and CGI elements animated together with Strength Core products.
The video was kept to 90 seconds to retain viewer attention, with music and captioning in keeping with L’oreals existing brand guidelines.