AMBITION
With growth increasingly hard to find, consumers turning away from styling, and new styling brands eating away at the market share of the leading brands, there is a need to differentiate and strengthen the VO5 brand
Find a purpose that fits with the brand’s optimism and energy, and is relevant and engaging for the brand’s target audience
WHAT WE DID
Explored the brand’s current strengths, weaknesses and capabilities
Examined the brand’s roots as ‘5 vital oils’ to protect the hair of film stars under hot Hollywood lights
Developed distinct Purpose territories and workshopped them with input from Gen Z experts
Recognised resilience as a rich and promising territory for the brand, with direct connection back to product action
Co-created a programme with Gen Z users and identified key partners, The Mix
OUTCOMES
#Stronger: a major new partnership with charity The Mix
“VO5 wants to empower Generation Z to be resilient in the face of peer and societal pressure. Self-expression is at the heart of our brand... (We want to help) foster strength in the youngest generation in the UK – the strength to experiment and the freedom to enjoy what self-expression brings.” Lauren Brooking, Marketing Manager, VO5
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