MARKET CONTEXT

Premium haircare brands operate at the intersection of professional performance, beauty and lifestyle. In a highly competitive category, product efficacy alone is not enough. Brands must translate technical benefits and salon credibility into a distinctive identity, a clear product proposition and a coherent experience across retail, digital and communications.

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MY CONTRIBUTION

For Oribe, I developed a 360-degree product and brand analysis connecting packaging, visual identity, storytelling and customer experience. I created a mythology-inspired strategic platform and translated it into campaign concepts, retail displays, digital and social activations, a product-comparison application concept and B2B presentation tools. The objective was to strengthen differentiation and express the brand’s premium promise consistently across every touchpoint.