The Company

Vidal Sassoon Electricals, quality haircare appliances that are of Sassoon standard available on the high street. Licensed brand owned by Helen of Troy Ltd, products produced, manufactured and distributed through this company.

The Challenge

To produce a campaign for worldwide use for a range of haircare products including packaging, POS material and advertising to a high standard that represents the Sassoon brand yet also appeals to the high street audience at high street prices, following market trends, these products are to be positioned in different countries, all over the world covering, EMEA, Europe, Australia, and the Middle East.

Approach

To keep the brand vision consistent throughout the range taking a strategic approach in consumer market research in each country.

The Outcome

The market research led to the use of icons to explain key USP features this was decided to overcome some of the issues with language barriers. The strong use of colour associated with the key USP gave the overall campaign meaning to stand out on shelf from the competition, this was a bold statement. The design was consistent throughout each country to instill trust in the authenticity of the Sassoon brand.