Once an attitude-filled challenger brand, Aussie Haircare had lost its way. Sales were in decline. Aussie drastically needed a makeover; a new, impactful, emotionally driven big idea and creative platform that would then be used to launch their new Calm the Frizz range and put Aussie back into both the Nation’s hearts and their shopping carts.
The thing about the Beauty market is that it is full of promises, saturated with products that promise a lot and brands that imply they will make your whole life perfect. So, in a modern world where brands live and die by their authenticity, we decided to bring back some straight forward honesty.
We re-focused only on what we can control, fixing your hair problems, while simultaneously injecting a dose of fun into the bits we couldn’t… your everyday mishaps.
Launching Aussie’s new Calm the Frizz range in the most impactful way possible. Big changes in a brand’s fortunes need big, channel agnostic ideas, where each medium pulls hard in its own right. So that is exactly what we created. In an unashamed celebration of British self-deprecation, ‘Great Hair Though’ explains that just because our lives are perpetually a disaster, it doesn’t mean our hair has to be. Honestly, Aussie is great at fixing your messy hair, but your messy lives are up to you.
Utilising a new visual identity for the brand to dial up a desired premium look and feel, we also landed a number of clever tricks within media channels. For example, delivering contextual messages on DOOH when humidity was up or when it rained. Or taking over The Metro and Evening Standard with cheeky front page reactive ‘Great Hair Though’ copy the day Boris Johnson was elected as Prime Minister: ‘Can’t help you lead a country, can control that frizz. Great Hair Though’.
After the sales decline, the brand is now back in growth with the Calm the Frizz launch the main driver behind this.
Aussie: Calm the Frizz
Once an attitude-filled challenger brand, Aussie Haircare needed a new, impactful & honest big idea and creative platform to launch new Calm the Frizz range: Honestly, Aussie is great at fixing your messy hair, but your messy lives are up to you. Brand is now back in growth.