VO5
Through my hair care research I learned about cowashing, a method for washing hair with conditioner only. The amount of conditioner needed - TONS! - and the price point - LOW! - makes VO5 the choice of many cowashers. After speaking with curly-haired people and their stylists, scouring curly haircare blogs and leading a discussion on the /r/curlyhair subreddit I discovered a viable market with a large growth potential. There is currently no low-cost option for curly and kinky hair styles.
The strategy, "Curly hair is a badge, not a burden" led to the creative concept "Coming Out Curly."
Our creatives recreated the VO5 logo and designed a six-page guidebook for "coming out curly."
Team members: Zachary Madrigal (Art Director), Chris Martin (Copywriter), Lacy Quarles (Creative Brand Manager)