VS SASSOON: UNBOUND

Over a decade ago, VS Sassoon transformed hair curling with the original auto curler. In 2020, they elevated hair styling again with the Unbound Cordless Auto Curler. Now, the next evolution: the Unbound is here and they needed the perfect campaign to launch the new product globally.

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  UNBOUND. CURLS THAT UNLOCK THE WORLD.

  Our campaign is rooted in the idea of living life unbound, where great curls are always within reach—anytime, anywhere. This theme of "unlocking the world" seamlessly aligns with the innovative feature of our curler: the freedom from cords and outlets. The creative concept emphasises that with the Unbound Cord/Cordless Curler, the world is truly open to you.

  Additionally, we strategically used curled transitions between models, allowing us to maximise flexibility on set. This approach enabled us to book more models for shorter durations, delivering exceptional value to our client.

  Videography & Photography
  With just two days to capture extensive content (we delivered 15 video edits post shoot) we operated with precision and creativity. Our shoot was dynamic, featuring an array of props, ever-changing backgrounds and diverse models. Our vision was clear: use vibrant colours, cool textures and unique scenarios to craft “that’s me” moments for our audience. Our models were always on the move, celebrating the freedom of time.

  Design
  We executed a comprehensive rollout of digital and print assets to support the media channel plan for the initial launch of the new range, along with tactical seasonal campaigns.

  Copywriting
  We crafted key campaign and product messaging for use across websites, social media and digital platforms. Our goal was to inspire and resonate with our audience, delivering a feel-good, empowering message showcased through strong, dynamic women in action.

CREATIVE DIRECTION

CONAIRMAN

VS Sassoon for Men has established itself in the AUS/NZ markets over the course of 20 years, however the licensing agreement for the brand name (not the products) was coming to an end. Emerger was charged with developing the new brand and coming up with a campaign strategy to launch with retail partners, while minimising any negative impact and ensuring a smooth transition of the product range.

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  ConairMan: Brand Strategy & Positioning

  When rebranding from VS for Men to ConairMan, our priority was to ensure the transition resonated with both the Australian market and the retailers selling our products. This brand shift was delicate, particularly in a highly competitive category, so our approach needed to minimize any disruption. Our solution focused on early communication with retail partners to reduce potential negative impacts and ensure a smooth transition. We also needed to engage our internal sales team and retain the loyalty of existing VS for Men customers.

  Through our research, we discovered that Conair, the parent company, was founded on the streets of Brooklyn, New York. Conair has since grown into a household name and a global leader in R&D, product design, and innovation. We decided to leverage this heritage, making the Brooklyn roots of ConairMan the cornerstone of our strategy.

  Our campaign's core message was clear: MEN'S GROOMING IS OUR PAST, OUR PRESENT, AND OUR FUTURE. Conair has always been at the forefront of men’s grooming, with products that have revolutionized the industry. Now, we are bringing this legacy and innovation directly to our valued customers with the introduction of ConairMan. By building the ConairMan brand on the success of VS for Men, we’re reconnecting with our roots, our creativity, and our customers’ needs. ConairMan was born in Brooklyn, NY—and Brooklyn, NY knows grooming.

  Soft Launch

  To build trust with retailers, we developed a transition plan that clearly communicated the reasons behind the rebrand, assuring them that the product offerings, innovation, and quality would remain unchanged. We also created sales collateral and in-store assets (such as packaging and point-of-sale materials) to educate consumers about the brand transition.

  Our goal was to reassure existing customers that they were in good hands while also attracting new customers who resonated with the ConairMan brand's story and vibe.

  Launch Campaign

  We executed a multi-channel marketing strategy for this campaign, which included channel recommendations, videography, radio, photography, digital media, social media, and microsite design. We also developed on-pack stickers and lockups for use at the point of sale, helping to educate customers about the brand transition and engaging them with our story.

“I wanted to thank you for your incredible creative work and insight. You were a standout on the brands, and we truly valued your work - and the great team around you. It was equally special working with you and Leticia; that kind of partnership makes all the difference.
You really helped us move the needle on the Conair and VS Sassoon brands. We led the way globally with some of the best packaging in the business - and it’s only now that others are starting to catch up.”

— Peter Brewer; Marketing Director

VS SASSOON

With the hot air stylers category showing growth of +18% YOY, and with anticipated continued growth, VS Sassoon wanted this campaign to have a focus on supporting their wider selection of hot air stylers, as well as feature their new range additions for Mother’s Day and Christmas. 

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  Campaign Strategy & Positioning

  Development of campaign concepts, key messaging & copywriting to build on the existing brand claim "love your style". We also worked on Mother's Day and Christmas messaging to ensure the chosen campaign concept - Wear Your Confidence - had flexibility to extend to seasonal executions to drive sales targets.

  Videography & Photography
  With a creative direction chosen we recruited talent and completed a two-day video and photo shoot to capture enough content to deliver the briefed 14 different video edits.

  Design
  Rollout of all digital and print assets to support the media channel plan for the initial launch of the new range, as well as the tactical seasonal campaigns.

  Copywriting
  Delivery of key campaign and product messaging for use across website, social and digital assets.

  Lead Messaging
  True beauty begins the moment you decide to be yourself; so we say it’s time to let the world see you for the incredible woman you are and use your hair as the ultimate crown. The minute you believe in yourself the real magic begins and VS Sassoon’s groundbreaking new range of hair styling products will give you the tools you need to make your hair a superpower. Glow from the inside out knowing confidence is the sexiest thing you can wear; every day of the week. Love your style.

How we captured “confidence” was the key to the success of this campaign. It was all about finding the small moments of realisation and recognition; where that feeling of “yeah, you got this” happens and you truly own your self worth and spirit. You can never underestimate the power of a woman with great hair!