Selling Super Gloss as the perfect first time for people who’ve never coloured their hair.Glaze

Glaze asked us to reach an audience hiding in plain sight: the 20 to 30 percent of women under 35 who have never coloured their hair.

These ‘hair virgins’ weren’t against colour. They were put off by the damage, the commitment and the mess. So we positioned Glaze Super Gloss as the perfect first time: no damage, semi-permanent and done in 10 minutes, with a high shine and no commitment.

We led the creative direction for the Virgins campaign, from the idea and messaging to the look and feel.

We designed a new brand system with its own Virgin Blue, refined type, art direction and product photography.

We rolled it out across digital, social, in-store displays and packaging, and planned a 12-week social campaign with paid ads and creators.

The campaign was shot by photographer Christine Hahn.