Challenge

Like any retail product the main challenge is to show a beauty shot of the product, detail shots and an on-figure shot. However, with hair, the difficulty is also showing the capabilities and possibilities of the product. What we noticed from our competitors would use UGC (user generated content) for their on-figure shots

 

Solution

Like our marketing shoots we adapted the same strategy to the website. First pass we wanted the hair to be the focus so we took a conservative approach to overall styling. However, our clients didn’t engage with that approach so we pushed it and went more towards a fashion forward look. This worked well but there was not enough model diversity. The next two iterations we combined a more organic approach that could be used for both the website and marketing which received a lot of praise from the community.