Hair Cuttery was experiencing an image problem. Our team rebranded the look, feel and messaging behind the brand and centered our campaign around the strategy "Trending You." I created this brand essence video to capture the new nature of Hair Cuttery.
We discovered that for our target, a large portion of their identity and personality came from their hair. If they wanted a change in their life, they would turn to a new hair style instead of a new hobby, behavior, diet, etc. We wanted these women to embrace the hair they were given and find a style within themselves, not within a magazine.
VO: Allison Murphy