The art
of evolving
Evolving doesn’t mean you stop being who you are, but rather that you improve while maintaining your essence. Llongueras, the hair coloring brand, tasked us with relaunching its Color Advance line in order to modernize the brand and improve public perception; it had become outdated and was at a remove from the category standards.
We redesigned the packaging, made a television spot, and developed all of the communication and point-of-sale materials to revolutionize and modernize its tone, form, and identity.
- Communication
- Packaging
- Point of Sale
- TV Spot
Rejuvenating
home hair coloring
Empowerment
through art
We proposed a dynamic, fresh TV spot with a modern, confident, professional woman in which, for the first time, we disassociated the figure of Lluís Llongueras from the brand. To continue to capitalize on his genius and artistic essence, we employed his artistic signature as a key element and created a very distinctive story in the category through the concept of “art in color”.
A 360º explosion of color
We carried the rejuvenated spirit of the brand through a communication campaign that included television, digital, print, point-of-sale, and promotional actions. All told, we achieved the objective of the relaunch; nine out of ten women felt that the brand and the product were younger and more modern than previously, as well as when compared to the competition (according to a focus group).
