This brief was to explore a stereotype, my solution was to create a spoof campaign to highlight the humour around stereotyping people. I explored the well known phrase ‘blonde girls are dumb’. The hair dye I have branded and packaged displays the idea that blonde girls can dye their hair
brunette and therefore, dye themselves clever.
This also includes a follow up campaign that reflects current hair dye brands such as Loreal and Garnier. The hair dye is available in three different shades, and will be purchased depending on the level of ‘dumbness’ the woman has. They range from smart (light brown), smarter (medium brown) and smartest (dark brown), highlighting that the darker your hair the smarter you are.
The product would be advertised in woman’s beauty and health magazines, billboards and posters. They show an intelligent woman with dark brown hair, showing that once you have dyed your hair you will instantly become smarter.