The well established brand, Shimmer Lights, under the parent company Clairol Professional, has had a longstanding cult-following for their shampoo and conditioner of the same name. This “purple shampoo” has been their defining product since the 1990s and many people associate the shampoo and conditioner with blondes. 

In 2020, the brand needed a new and refreshed campaign that could handle both the update in social media look and feel but also in the in-store experience. The brief also included a host of new products in a different category - a blonding system that included bleach, toner and a repairing conditioner mask-like product. Because the brand already had a following and name recognition amongst those in the hair community (and many women with blonde hair), we found it best to leverage the strong identity of the brand in combination with a new take for digital assets. We wanted to express the strengthening and scientific aspects of the product so the phrase "PLEX YOUR BLONDE" (similar to "flex your blonde") became the guiding light around the campaign - with images of the models in "strength" focused poses to further deepen the connection. I also developed an updated symbolism and style guide that incorporated the swoosh hair graphic on the old packaging into a new and updated graphic that came to life on packaging as well as digitally and on social.

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ART DIRECTION | DIGITAL MEDIA DESIGN | STORYBOARD | PRINT / RETAIL DESIGN | PACKAGING DESIGN

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