Aveda Nutriplenish Facebook IX

At Manning & Gottlieb OMD I was able to deliver this Instant Experience As Creative Director and Project Lead. Our task was communicating to existing Aveda customers and prospective customers that their new Nutriplensih range could provide hydration for all hair types with a combination of shampoos and conditioners across their Deep and Light formulas. In terms of targeting, there was a focus on black and mixed audiences (thick, curly hair) as they were identified as a huge growth area. The challenge was in prospecting a new audience that traditionally had been under serviced by mainstream hair care products as well as not alienating the existing customer base. I expanded on the brands 'fame' point, being experts in hair and in doing so, avoided any contentious talking points within the messaging. By utilising animation assets, a spread of hair models and a user experience rationale that was inclusive of hair textures, I was able to position Nutriplenish as a hair solution for all hair types.