YOUR HAIR MAY HATE YOU
Gliss Global Brand Campaign | Creative Concept & Creative Direction
GLISS had gotten out of touch with shampoo consumers. Because it had looked at them as customers only. We decided to put their passions first, hair second. It was my pleasure to provide the voice over work for the international campaign as well.
TVC · YOUTUBE · INSTAGRAM · FACEBOOK
Valentine's Day Launch
CHALLENGE
As a pioneer of hair treatments, GLISS was still associated with one subcategory of hair care – a subcategory underlining its repair prowess. The product portfolio, however, now includes a huge range of other products. So we needed to make sure people took the repair competency serious while associating GLISS with more than just hair masks. Ideally with their own life.
CONTEXT
Hair care brands regularly need to push product innovations into the market every year. Yet, communication based solely on product benefits failed to cut through the clutter for Gliss, especially with low media budgets compared to competition L'Oreal. Market share was dropping, even in a growing category.
CREATIVE SOLUTION
When you get up at 5 in the morning to swim 100 laps or during a brutal, yet magnificent ballet training session, when sweat and tears run down your temples or when you stand on a stage for the first time in your life – those aren't the moments you think about your hair. But it's the moments you love, where you're really, truly you. We based a campaign on that simple idea. That all the things you love may damage your hair. And while you enjoy those moments, you can forget your hair – because GLISS cares for it.
To hammer that message, we ran cascading performance ads for every part of the diverse portfolio, each featuring a new protagonist doing what she loves.
Do What You Love Supercut
Performance Ads
Organic Content Gallery
