Cécred
Brand Platform
U.S. Ulta Beauty Launch
Beyoncé and her mom, Miss Tina, made a hair care brand based on ancient (but science backed) generational knowledge and culture that might feel underrepresented in the beauty isles.
When launching at Ultra Beauty across the U.S., they needed a brand platform to position them aside from their more glossy competitors.
When launching at Ultra Beauty across the U.S., they needed a brand platform to position them aside from their more glossy competitors.
We decided to show that Cécred is so obsessed with hair they even care to understand why real people care about it. No matter your hair type, everyone has a relationship with their hair.
All the models in the campaign were real people, and all personal quotes came from real interviews with them.
RESULTS
︎︎︎ Sold out at Ulta same day as the launch. Other than that the results aren’t in yet.
But hopefully a good sign.
︎
Agency: Wieden + Kennedy NYC
CD: Will Binder and Christine Santora
Copywriter: Funmi Adejoubi
Art Direction: Sollin Sæle
Animation: Arjun Srivatsa (feelance, he’s so good!!)
Designers: Isobell Conelly, Malithi Gunawardena, Frank DeRose, Alejandro Molestina