AUSSIE

> DIGITAL, EXPERIENTIAL, IN-STORE

This P&G brand was a darling of the 70s and 80s, but fell out of favor after that. Long dormant, P&G decided to reboot it. We quickly realized that the entire haircare category was a visual sea-of-sameness -- sterile, pristine, models with sterile, pristine hair. The strategy was that natural looking hair in natural light is more beautiful than anything.