With a background in producing plant-derived active ingredients, Klorane are the makers of Australia’s number one dry shampoo and the world’s first-ever. However, this niche in the market had become increasingly aggressive, with numerous haircare brands launching their own dry shampoos every month. We were engaged to keep Klorane on top in Aussie pharmacies through the launch of their new product – a tinted dry shampoo specifically for dark-coloured hair.
Our campaign capitalised on Klorane’s relationship with model and radio host Bec Judd, whose 2017 partnership with the brand resulted in a positive market share lift from the previous year. Bec had recently dyed her hair from blonde to her natural brown, which – combined with Klorane’s ‘natural’ branding and the April launch date of the product – provided us with the perfect concept. ‘Season of the Brunette’ championed the rich colours of dark hair synonymous with Autumn, using social and digital channels to share content about embracing and connecting to nature.