ABOUT

This was a competitive audit and beauty trend project commissioned by the Pantene brand to inform a 2020 commercial innovation initiatives targeted at Millennial women, specifically to inspire claim language and conceptual storytelling.

The audit looked at the hair care and skincare landscape to inspire claim language within hair benefit territories like color care, volume and moisture. The trend portion of the deck sourced inspiration from the beauty, fashion and editorial landscape. The trends were then translated into idea spaces and benefit language.