Cécred
Brand Platform
U.S. Ulta Beauty Launch
Beyoncé and her mom, Miss Tina, made a hair care brand based on ancient generational knowledge and culture backed by science.
When launching at Ultra Beauty across the U.S. targeting all hair types, they needed a brand platform to position them aside from their glossy competitors, and to give the brand a personality that can live on its own.
When launching at Ultra Beauty across the U.S. targeting all hair types, they needed a brand platform to position them aside from their glossy competitors, and to give the brand a personality that can live on its own.
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, including ups, downs, and definitely a lot of emotion.
No matter your hair type, everyone has a relationship with their hair, including ups, downs, and definitely a lot of emotion.
All the models in the campaign were real people, and all personal quotes came from real journalistic style interviews.
RESULTS
︎︎︎ Sold out at Ulta same day as launch
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Agency: Wieden + Kennedy NYC
CD: Will Binder and Christine Santora
Copywriter: Funmi Adejoubi
Art Direction: Sollin Sæle
Animation: Arjun Srivatsa (feelance, the best!!)
Designers: Isobell Conelly, Malithi Gunawardena, Frank DeRose, Alejandro Molestina