Curly,
not sorry

Problème

Founded in 2015, the brand is the first shampoo brand for textured hair in France, but it now faces a highly competitive market.

How can it move beyond its "family-oriented" and community-driven status to become an iconic love brand on an international scale, and thus achieve its business goals (tripling revenue in 2 years)?

Solution

Champion an inclusive movement that celebrates all hair textures and all forms of beauty, positioning itself as the leading brand in the market.

“ Curly, not sorry ”

Déploiement

Brand platform & rebranding
360° campaign: TV, OOH, Social Media Activations
€3.5M in earned media value, 2x business objective achieved in H1-24