The goal of the campaign went beyond increasing Herbal Essences' reach in the market and highlighting them as a leader in natural products and customer engagement. We wanted to provoke a conversation that would get millennial women to see Herbal Essences as a cleaner, more natural choice than other brands and lead them to consider choosing the brand.
We also wanted to strategically place Herbal Essences directly into relevant environments for self-sufficient women who wanted to 'cut the crap' and lead a more natural, healthy lifestyle. This would allow Herbal Essences to build affinity and drive engagement with millennial women.
Herbal Essences brought us a challenge: Increase purchase intent by positioning the brand as a smarter, more natural choice in haircare. We set out to provoke a meaningful conversation among millennial women that would extend beyond beauty products; ultimately crafting an impactful ode to women who find the balance between looking good and feeling good, and who cut out the cr*p that does not serve either.
We designed a multi-faceted video campaign to highlight this intuitive wisdom, entitled Common Scents. These Common Scents include making personal choices about what ingredients to use by reading product labels. But beyond products, Common Scents is also about celebrating a women's ability to decide what will and will not be part of their lives, part of their health, and part of their future. To spark the cultural conversation we tapped into a range of talent; from a micro-influencer to a well-known actress and asked them not only to appear in the videos, but also share the conversation on their own platforms.
Our campaign, leveraging Meredith's properties Hello Giggles & InStyle, heroed a branded video initiative titled Common Scents, with each video highlighting one of six diverse women living their healthiest and most free lives.
Please see the confidential field for detailed metrics of success.
