The advertising campaign communicates the continuous damage women inflict on their hair as “hair cruelty” and calls on them to give styling a short rest and treat their hair with “Damage Control”. The target group is living the “I do whatever it takes” mentality. They always want to look best even if this means treating their hair badly.
To demonstrate the effect of the product, we printed a series of half-laminated posters where the laminated part represents hair with 'Elvive' applied. The posters were then put on the streets where they were exposed to natural weather conditions (rain, sun, wind) for several weeks. The unlamented part got damaged and the laminated part remained intact.