Kick starting a global haircare movement with Josh Wood

Creating an industry first

Josh Wood Colour is challenging the taboo of at-home haircare head on. Taking inspiration from the skincare category, this disruptive start-up has brought the ease of at-home hair colouring to millions. To make haircare the next big thing we worked with Josh Wood himself, creating a simple brand strategy which redefined a previously siloed product range. Introducing the haircare industry's first ever hair colour consultation space. We also devised a way to upsell across categories to increase revenue. Josh Wood’s 3-step haircare process became the new way to care for your hair at-home - three essential products to integrate into your daily routine. The results speak for themselves. Boosted sales, more social mentions and an increase in premium merchandising space in Boots. Not to mention the new era of haircare that followed.

Josh's expertise comes through at every touchpoint. From being their in-person at the launch to product recommendations highlighted on-shelf for self-service customers.
We devised a communication direction and content strategy that re-engaged the brand's Gen X audience and expanded Josh Wood Colour's appeal to younger generations.
Simple 3-step shopping process. Colour, care, conceal. Beauty hall language and experience elevates the haircare category.
In-store video content shows expert how-to's and demystifies home hair colour.

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