Root Touch-Up #ShowYourRoots Campaign
TV, Print, Digital, Social
The Challenge: One of the worst parts about coloring your hair is when your roots start to grow out. In today's fast-paced world, many women are opting for quick fixes, such as spray on color or powders. The problem? Those solutions are only temporary. Root Touch-Up was the only product on the market that offered a permanent solution and matched hundreds of shades, but we had to help women get over the perception that it takes a long time to apply.
The Solution: If there's one thing that shows off your root line more than anything else, it's a selfie. The most flattering angle is from above, pointing down at the hair line. By tapping into selfie culture, the #ShowYourRoots Campaign encouraged trial and provided an immediate benefit.
All digital content was short, sweet and to-the-point to amplify Root Touch-Up's quick and easy-to-use claim while touting its superiority over temporary-fix competitors.
Facebook and banner ads drove purchase.