Mentally Friendly London was engaged by Schwarzkopf colour-at-home sub brand, LIVE Colour to reconnect the brand with its target consumers. Personalisation, engagement and a two-way conversation were very much lacking from this consumer-brand relationship.
A series of workshops fostered a digital-first strategy and resolved the internal assumption that hair colouring products are not purchased online. It was clear that a localised point of view was missing that would tap into the user’s need for education, inspiration and trend-driven communications.