Colour outside the lines

Celebrating beauty as an art form

How could we take two key brands in leading consumer goods company Henkel’s portfolio, Schwarzkopf LIVE Colour (hair dye) and got2b (styling) and continue their strong growth trajectory whilst at the same time turning them from brands that ‘advertise to people’ to ‘brands that matter’?

The Insight

Within the Beauty category ‘telling’ the audience isn’t enough, brands need to demonstrate credibility to shift perceptions.?

The Big Idea

Identifying a clear growth audience that was far less likely to feel positivity around brand values of trust, performance and building personal confidence, the latter of which was incredibly important for this particular category was the way-in to start the journey to becoming a brand that matters to them.

In collaboration with Wavemaker, we united Henkel’s brands with Cosmopolitan’s influential voice and expansive audience reach.?

Together we created ‘Colour Outside The Lines’ a partnership that celebrates beauty as an art form, bringing together a group of style leaders to encourage the target audience to embrace confidence and feel assured in their beauty look and beyond.?

To kick off the campaign and signal our bold ambition, trusted influencers’ Mimi_Misfit, Vogue_Wanders and Emmasrectangle worked with Cosmopolitan to create their own confidence manifestos.?

This hero long-form video content saw our influencers discuss how they worked on and improved their own confidence. At the same time, viewers saw them receive a bold hair make-over via LIVE and got2B so their outer look matched their inner confidence.

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We showcased the manifestos in print and helped drive trust and performance credentials through category leadership behaviour via masthead takeovers, a subscribers’ cover wrap and envelope.

To continue the confidence conversation beyond the?manifestos, bespoke social content saw a Snapchat takeover from each influencer, Instagram stories and engagement posts.?

Finally, all this rich content was amplified across Cosmopolitan’s site, creating engagement across the Cosmo brand ecosystem.

Cosmo x Henkel

The Results

The results were phenomenal. Every single digital element of the campaign exceeded benchmarks and the campaign delivered the strongest VTR on pre-roll content out of all Hearst content globally in 2019.

The clients were thrilled when this work translated into actual sales and Schwarzkopf LIVE Colour became the no.1 hair colour in the market (from no.3) during Summer 2019 exceeding all expectations for the brand.

From 100% positive sentiment scores to article dwell time to Insta Stories VTR, time and again the strength and resonance of our confidence content were reflected in our results. ?

Both Schwarzkopf LIVE Colour and got2b saw significant uplifts in all the key brand attributes aimed for.

Amongst those exposed to the campaign:

Audiences:
  • Women
Sectors:
  • Beauty
Services:
  • Branded content
  • Data & Insight

Schwarzkopf LIVE Colour

+63%

more likely to consider purchasing

+75%

to view favourably

34%

agree Schwarzkopf LIVE Colour ‘is a brand for me’

got2b

+45%

more likely to consider purchasing

+63%

to view favourably

37%

agree got2be 'is a brand for me'

Audiences:
  • Women
Sectors:
  • Beauty
Services:
  • Branded content
  • Data & Insight