jessica . gaden adela . martinez jennifer . lin vanessa . demske

meet the client

about the product Quality hair color at a store-bought price Unique color stripping formula Less damage Wide array of hip, vibrant colors “ In fashion”, “In vogue”, “Modern”, “Chic” Edgy, trendy, couture image

Quality hair color at a store-bought price

Unique color stripping formula

Less damage

Wide array of hip, vibrant colors

“ In fashion”, “In vogue”, “Modern”, “Chic”

Edgy, trendy, couture image

influence of polykoff Hair coloring wouldn’t be as widely accepted as it is today without the influence of Shirley Polykoff for Clairol. 1950’s: Hair dye for “fast women”, only 7% admit to coloring Polykoff needed to sell a campaign that women weren’t going to openly accept. Coloring process considered too difficult to do without visiting the salon.

Hair coloring wouldn’t be as widely accepted as it is today without the influence of Shirley Polykoff for Clairol.

1950’s: Hair dye for “fast women”, only 7% admit to coloring

Polykoff needed to sell a campaign that women weren’t going to openly accept.

Coloring process considered too difficult to do without visiting the salon.

clairol and changing sexual mores Cultural texts encourage women to pursue a more active, independent, single lifestyle “ Does she or doesn’t she?” Female vs. male response

Cultural texts encourage women to pursue a more active, independent, single lifestyle

“ Does she or doesn’t she?”

Female vs. male response

into the sixties Youth surfer culture Tanned and blonde hair aesthetic “ Blondes have more fun” Garfield: 1950’s Clairol campaign was leader of the Sexual Revolution “… sex references…were deemed daring and sophisticated. Hip. Trendy. Exhilarating. Very modern, adventure-wise” (Garfield 67)

Youth surfer culture

Tanned and blonde hair aesthetic

“ Blondes have more fun”

Garfield: 1950’s Clairol campaign was leader of the Sexual Revolution

“… sex references…were deemed daring and sophisticated. Hip. Trendy. Exhilarating. Very modern, adventure-wise” (Garfield 67)

haircolor today Image-based society Self-betterment through clothing, make-up, and hair care Hair coloring is currently a $7 billion a year industry Over 75 million women color their hair regularly

Image-based society

Self-betterment through clothing, make-up, and hair care

Hair coloring is currently a $7 billion a year industry

Over 75 million women color their hair regularly

hollywood inspiration À La Mode inspired by actresses and singers Cameron Diaz, Hilary Duff, Christina Aguilera, and Mandy Moore

À La Mode inspired by actresses and singers Cameron Diaz, Hilary Duff, Christina Aguilera, and Mandy Moore

à la mode philosophy Empowers women to be fashionable, independent, and bold Colors range from extreme to natural “ Stripping formula” removes all artificial color from hair and leaves only natural hair color Color and recolor without damage

Empowers women to be fashionable, independent, and bold

Colors range from extreme to natural

“ Stripping formula” removes all artificial color from hair and leaves only natural hair color

Color and recolor without damage

à la mode philosophy Salon-quality hair color at a drugstore price Computer technology creates more vibrant and specified colors Natural, organic ingredients

Salon-quality hair color at a drugstore price

Computer technology creates more vibrant and specified colors

Natural, organic ingredients

meet the agency

agency approach “ Stripping formula” as the USP Introducing a new product, but looking to employ techniques for creating an iconic brand

“ Stripping formula” as the USP

Introducing a new product, but looking to employ techniques for creating an iconic brand

à la mode and the DIY myth “ Vintage Do-It-Yourself” as a current trend Use of vintage items, incorporating current fashion promotes the empowerment of female individuality create your own look, show knowledge of the past Change, Empowerment as the true USP

“ Vintage Do-It-Yourself” as a current trend

Use of vintage items, incorporating current fashion

promotes the empowerment of female individuality

create your own look, show knowledge of the past

Change, Empowerment as the true USP

target audience 18-28 year old women who are trendy, hip, urban, and modern

18-28 year old women who are trendy, hip, urban, and modern

media TV commercials and print ads, closely tied in message and style “ Change will do you good” Major cable networks: E, Bravo, MTV, and VH1 Primetime coverage: Desperate Housewives, Grey's Anatomy, Nip/Tuck, Heroes, Dancing with the Stars, and House

TV commercials and print ads, closely tied in message and style

“ Change will do you good”

Major cable networks: E, Bravo, MTV, and VH1

Primetime coverage: Desperate Housewives, Grey's Anatomy, Nip/Tuck, Heroes, Dancing with the Stars, and House

media Magazines: Cosmopolitan, Elle, Jane, and Glamour Newspapers

Magazines: Cosmopolitan, Elle, Jane, and Glamour

Newspapers

creative strategy Message portrayed in advertisements are those of fun, empowerment, and change Three-page pull-out spread Work to play to travel

Message portrayed in advertisements are those of fun, empowerment, and change

Three-page pull-out spread

Work to play to travel

and our final product…