Trouble is, women don’t see it as a shampoo which will be kind to their hair. Especially younger audiences, obsessed with fashion and beauty.
In a first for the brand, we partnered with the 100th issue of Vogue to launch a sponsorship of Britain’s Next Top Model that changed the perception of the shampoo damaging hair, working with stylist Bok XXX to produce brave hair styles that pushed P&G’s boundries on natural beauty.
We also created a 20” TVC which aired before the TV show, alongisde an extensive social strategy working with the cast of show overall reaching more than 9 million young people in the UK.
In a first for the brand, we partnered with the 100th issue of Vogue to launch a sponsorship of Britain’s Next Top Model that changed the perception of the shampoo damaging hair, working with stylist Bok XXX to produce brave hair styles that pushed P&G’s boundries on natural beauty.
We also created a 20” TVC which aired before the TV show, alongisde an extensive social strategy working with the cast of show overall reaching more than 9 million young people in the UK.
