Charles Worthington: #ShairTheLove
Charles Worthington unveils its first-ever brand focused marketing campaign with a video that looks into four women’s emotional relationships with their hair. The aim is to get women talking about their hair relationships – because once they’ve understood that it should be easier for them to learn to love it!
So what did they learn? We understood from our consumer research that every woman has a very deep and personal relationship with their hair, a relationship that lasts a lifetime, and evolves and changes. We also learnt that hair was important to them and their sense of style, but that didn’t mean they wanted to over-invest time or energy into it daily. They wanted something simple but effective that they could succeed with based on their needs that day.
Our independent research showed us that only 1 in 10 women actually love their hair, that 6 in 10 are struggling to find their perfect haircare and 7 out of 10 women are scared to make a drastic change.
What next? With this knowledge of the Charles Worthington customer, we felt that our brand positioning needed a makeover. We no longer want to be there only for woman on special occasions where they strive for perfection – we want to be there for them everyday, taking the hassle out of bad hair days and assisting with their daily hair concerns. We are on a mission to help every woman truly love their hair!
“Our customer is at the core of everything we do, so I’m thrilled to be able to share our new Charles Worthington brand direction and campaign video,” said Jacqueline Burchell, Global Marketing and Product Development Director for Charles Worthington. “As you’ll see, we have moved away from red carpet hair towards encouraging women to Love Their Hair.”
Watch the video here on YouTube!
