To celebrate the launch of its new Colour Strong range, the Wella-owned, home-use hair brand Clairol has unveiled a striking mural wall in Shoreditch, East London.
The take-over took one week to paint and features a giant stand-out creative with a visual of long hair being pulled through a brick wall, and the caption ‘Who said coloured hair can’t be strong?’
The campaign is to promote its new Colour Strong range, which is a zero-ammonia permanent 12-shade colour collection designed give coloured hair lasting vibrancy and defend against damage.
Stopping people in their tracks
Clairol said it chose the mural in a bid to connect with consumers, aiming to gain plenty of attention, resulting in increased social media presence and brand interest.
“We wanted to create a unique way of relaying our core messaging in a way that literally stopped people in their tracks. This mural will create a buzz in the area and raise brand awareness, with a clear, high-impact visual message,” said Yulia Kretova, Clairol’s Head of Marketing.
“It felt like the right innovative approach to match our latest innovation. Clairol Colour Strong is about empowering women to feel confident and strong. The new home hair colourant allows women to dye their hair without the compromise on damage that we know is a big barrier,” she continued.
“The creative itself shows a strong woman which we need to see more of in today’s marketing,” she shared.
Cutting through the noise
Kretova said that the sheer number of brands out there nowadays means that companies need to be increasingly creative to cut through the noise.
“This is why we went down this creative route,” she explained. “It has allowed us to showcase Clairol Colour Strong in a different, more impactful way using 3D depths in a way that makes a statement and gets noticed – just like our hair colour.”
“We are excited to bring women this new innovation under Clairol, and hope that this mural stops people in their tracks to showcase strong, beautiful hair.”
