A focus group research revealed, ”For the ordinary (blonde) women who want to accomplish extraordinary things, giving them a product that made hair 7 x stronger would appeal to the athletically, politically, socially, and culturally-active blond-haired women of all ages...”
THE PROJECT
To develop a brand and marketing strategy based on the above findings. The BLONDxSEVEN helps blond women aged 25 to 55 in urban areas challenge the stereotype that they are fragile.
I collaborated with Perspective Labs to come up with the brand universe and messaging. Everything, from the key visuals, photos, to the bottles, is meant to tell a powerful story: blond women are politically, socially, and culturally savvy and they deserve to have it all