The Challenge: Pantene knew they wanted kits of hair product with more of a focus on lifestyle.

The Solution: I created kit concepts that were relevant to popular lifestyles, but tailored the options so each kit felt personalized. For example, interest in Tarot and superheroes was spiking, so I dedicated a set of kits to each of those interests, while tying it back to real hair concerns.

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
Rosewater to the Rescue: Hydration without sulfates for fine or curly hair
Style on High: Heat protection and intensive moisture for hot tools and dry days
In with the Air Dry: Soft hold without frizz, flatness or crunch
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 – shine, less frizz, bright color
The Volume You Lost Will Turn Up Soon – improve volume, dry shampoo
Soft Curls Are Closer Than You Think – improve curl shape, no crunch, lightweight
Go to Great Lengths – seal split ends, rescue shots, Olaplex-like product
Plan for Waves Ahead – heat styling products for irons
Breath of Fresh Air – products for soft, controlled, air-dried hair (new)

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

Positioning New Pantene Products

Campaign for Ohio Tourism

Copywriting for Marmot