The Challenge: At-home hair color is one-size-fits all. A woman with thick, curly hair and no grays uses the same brunette shade as a woman with short, already-half-gray, pin-straight locks. Not ideal. Clairol wanted to change that by creating customizable at-home hair color. To do so, they needed new packaging and an easy-to-navigate website dedicated to the new service.
The Solution: I worked with packaging designers to make the customized kits feel fun, witty, welcoming and easy to use. I also partnered with UX designers to build out the flow of the site. Last but not least, I wrote all the content for the site, ensuring everything felt simple and fun while encouraging trial.
- Project Roles
- Content Strategist, Copywriter, Creative Director
- Content Strategy, Copywriting, Creative Direction, Creative Strategy, Webflow
- Project Industries
- Advertising, Beauty