Babyliss had been a great innovator in the haircare business. They'd blazed a trail from 1959 and their name had kudos with haircare professionals...BUT somewhere along the line they'd lost their way. Younger, funkier interlopers like GHD had stolen their crown and they felt like it was about time they grabbed it back. Their products were good. Their marketing less so. They'd come off the gas.
I looked at their products. There were so many. Too many. We broke off a set to relaunch to the trade. The best. Then we built a very clean, elegant and creative style guide for them to hang their hat on. A beautifully clean, blank canvas. Then we broke the very techy product descriptions down into understandable bitesized chunks that clearly correlated to benefits. This information was correlated into a sales presenter that would work up and down the country to rebuild faith.
Lastly we designed a web experience that would make them the go-to site for anybody that wanted to know anything about hair. We set out to make them the Google of hair. Facts, figures, trends, interactive live events, celeb broadcasts, curated content, created content. The works.
14 January 2021