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AMBITION

  • With growth increasingly hard to find, consumers turning away from styling, and new styling brands eating away at the market share of the leading brands, there is a need to differentiate and strengthen the VO5 brand
  • Find a purpose that fits with the brand’s optimism and energy, and is relevant and engaging for the brand’s target audience

 

WHAT WE DID

  • Explored the brand’s current strengths, weaknesses and capabilities
  • Examined the brand’s roots as ‘5 vital oils’ to protect the hair of film stars under hot Hollywood lights
  • Developed distinct Purpose territories and workshopped them with input from Gen Z experts
  • Recognised resilience as a rich and promising territory for the brand, with direct connection back to product action
  • Co-created a programme with Gen Z users and identified key partners, The Mix

 

OUTCOMES

 


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