Selected morsel:

Curlfriends
Whether it’s boosting your bounce on wash day or a mid-morning pick-me-up, your new bathroom besties are there for every twist and turn of your gorgeous locks. The ultimate CurlFriend, who’s there for you every step of the way - from wash to style. We demystify haircare in a way that feels fresh, lighthearted, relatable and playful. From curls to twirls, coils to kinks—we've got you covered.

We increased the awareness of Lush’s haircare products with our digital first design approach so digital natives could easily relate. We highlighted the not just the popularity of our products but also the benefits.

Project elements

Digital, Print, Marketing

Team

Photo: W.Leakes • Producer: S.Co • Art Direction: S.Bignell • Design: M.Osei
We made Super Milk Hair Conditioning Hair Primer and Revive Hair Moisturizer the ultimate hair duo, that's worth telling your friends about. Curlfriends was born from this concept.
We decided on a digital first look & feel to resonate with out target demographic. To bring this to life we emphasized a phone like shape to frame our lightbox and design that included emojis and elements that are native to digital communication.
Shop windows and feature tables were merchandised with podiums and signs in the campaign style which also included vibrant gradients and speech bubbles as part of the design.
Consultation cards to help customers with reccomendations.
Additional campaign photography and video focused on ingredient education, benefits and how to use the products effectively.
Pinterest features related to the campaign
In-use/lifestyle imagery on the Lush website
Models using products in 0.5 user generated style of photography.