Kick starting a global haircare movement with Josh Wood
Objective: Revolutionize the way people purchase at-home hair colour, elevating it to a beauty status.
Josh Wood Colour is disrupting the beauty retail industry, challenging the taboo of at-home hair colour head on. Taking inspiration from the brand communications strategy of skincare retail concepts and the customer experience design of beauty halls, we worked with this start-up brand to elevate at-home hair colouring to millions.
To make their brand proposition the next big thing in beauty, we worked with Josh Wood himself to create a forward-thinking retail strategy and brand experience design which repositioned this previously siloed product category. Introducing the haircare industry's first ever hair colour consultation bar in Boots’ ‘store of the future’. We designed a premium hair care retail design concept with engaging self-service brand communications alongside an expert, service-led retail proposition, demystifying their pioneering multi-step regime. Our collaborative retail concept made Josh Wood’s 3-step haircare process the new way to care for your hair at-home – with three essential products to easily integrate into your daily beauty routine.
The results speak for themselves. Increased brand awareness, sell-out launch activation, high-profile social media mentions and an increased brand presence in Boots, with their new premium hair care retail design concept. Not to mention the new consumer haircare movement that followed.
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