SPEC Haircare brand
Brand awareness campaign for a fictitious haircare brand that specializes in curly hair products. Includes breakdown of who, what, and why of the campaign, as well as content and copy rollout.
Campaign manifesto
They told you that you were too much. That you needed to tone it down and quiet your style.
They called you frizzy and fuzzy. And said that no one would hire you when you looked like that.
You tried on their identity and wore their standards. You wanted to fit in. But it wasn’t a fit.
Why?
Because you know yourself and love what you see. You have power and agency, and you’re not afraid to let them know it. You’re bold, dynamic, fearless, and fun.
You’re a big laugh with a good friend. An extra mile on a challenging trail. A checkmate in the boardroom and a cheerleader in life.
You CURL OUT LOUD.
The “Curl Out Loud” Campaign
Objective: To position brand as the premier curly hair product that allows women to love their hair and their natural beauty.
Demographic/psychographic: Women 25 - 45 years old who want effective products for their hair type. They are confident and bold, and embrace their natural beauty. They value products that make them feel like themselves, without having to mask attributes that they’ve been told aren’t desirable. They know who they are, what they like, and are in control of their aesthetic on their own terms.
Voice and tone: Confident, strong, joyful, carefree. Language is empowering and accessible, playful but not overly trendy or of the moment. The voice is friendly, supportive, fun, and knowledgeable. This is your upbeat, encouraging friend who always has your back.
Content strategy: Blog posts blending how-to content with empowering real-life stories of women who have learned to embrace their natural beauty. Social video series addressing beauty stigmas in different cultural communities. Limited podcast series discussing the role of beauty in society and how it affects self-esteem, professional success, relationships.
