My Role: Associate Creative Director, Copy

The Creative Challenge: Reposition one of the most iconic haircare brands as product assortments more connected with women’s lifestyles and hair concerns.

The Solution: I created kit concepts (“Train Your Hair”, “Your Future Hair”, and Pantene Possible”) that were relevant to popular lifestyles, but tailored the kit options to match common hair types and desired end goals.

She may have a hairstyle or quality she aspires to, but she’s not certain how to get there. The product combinations in these kits are scientifically paired for the best possible result, so she can achieve her hair goals.Kit Names Rosewater to the R…

Kit Names
Train Your Dry Hair: Rosewater to the Rescue
Hydration without sulfates for fine or curly hair

Train Your Heat-Styled Hair
Style on High: Heat protection and intensive moisture for hot tools and dry days

Train Your Wavy Hair
In with the Air Dry: Soft hold without frizz, flatness or crunch

Train Your Damaged Hair
Back to Health: Intensive hair recovery for coloring, highlighting and sun damage

Kit Taglines
1-Week Intensives for Change-Your-Life Hair
Hair Kits That Will Change Your Mind About Hair Kits
Perfectly Paired Products for More Great Hair Days

Part of the frustration with hairstyling is the uncertainty of how it will turn out. Using tarot as a filter, we can give these kits a playful feel while backing it up with desired results.  Kit NamesYour Future is Looking Bright & Shiny – shine, less frizz, bright colorThe Volume You Lost Will Turn Up Soon – improve volume, dry shampooSoft Curls Are Closer Than You Think – improve curl shape, no crunch, lightweightYou’ll Go to Great Lengths – seal split ends, rescue shots, Olaplex-like productPlan for Waves Ahead – heat styling products for ironsYou’ll be a Breath of Fresh Air – products for soft, controlled, air-dried hair (new)Kit Claims/LinesHair Dreams Do Come TrueEmbrace the UnpredictableManifest the Hair You Desire“50% More Great Hair Days with 100% Less Heat”  “Curls with 2x the Bounce in 7 Days”

Kit Names
Your Future is Looking Bright & Shiny
The Volume You Lost Will Turn Up Soon
Soft Curls Are Closer Than You Think
Go to Great Lengths
Plan for Waves Ahead
Breath of Fresh Air

Kit Claims/Lines
Hair Dreams Do Come True
Embrace the Unpredictable
Manifest the Hair You Desire
“50% More Great Hair Days with 100% Less Heat”
“Curls with 2x the Bounce in 7 Days”

Pantene can be the hero of her hair experience. These kits emphasize hair type and teaching. It’s less about perfection and more about heroic, powerful improvement.Kit NamesChampion of Curvy Curls: Intense Moisture for Smooth CurlsLegendary Lengths:…

Kit Names
Champion of Curvy Curls: Intense Moisture for Smooth Curls
Legendary Lengths: Care for Longer, Stronger Hair
Super Hero of Heat: Protection for Heat Styling

Kit Claims/Lines
Reach the Holy Grail of Hair
Mission: Lift and Hold Curls
Mission: Take Frizz Down
Mission: Protect from Heat Styling

Pantene

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