Beauty
In 1984, Shaper created the first hairspray that could be used upside-down to reshape hair in a second. Its unparalleled versatility made it a global award-winner, a favorite amongst stylists and consumers. Over time, with an outdated image and many competitors on the shelf, Shaper lost it's market hold. Our challenge was to make this P&G brand relevant to millennials, reconnecting Shaper to its roots.
I created a campaign positioning Shaper as "The Icon Of Transformation", a powerful tool with the power to morph. 5 looks were created showcasing the spectrum of Shaper holds from light to bold. We created these 5 looks on one girl in one day with no washing in between to prove its nonstick brushability, and we documented the entire experience. The Icon of Transformation videos went viral. Previously, Sebastian's posts had topped at 12 likes, our Shaper video received almost 3 million views, 6.6K likes, and 756 shares, making it the most talked about Sebastian video to date!
See live project
