POINT OF SALE CAMPAIGN, PRINT & ONLINE ADVERTISING,
Tea Tree is a range of products produced by Paul Mitchell®. For 2015 Salon Success focussed on a year long promotion of Tea Tree to tie in with support for the charity Reforest’Action. This promotion was used in salons nationwide as well as being used by European distributors in national magazines and online. The printed promotions were displayed in shop windows, salons, on promotional tours, and on education events.
MARKETING, ADVERTISING, EDUCATION
COMPLETED 2014, LIVE 2015
The point of purchase campaign included point of sale merchandiser and educational leaflets, as well as advertising for magazines Creative Head and Hairdressers Journal. The campaign was used as a takeover on the Paul Mitchell® and Creative Head websites as well the focus for a 16 page supplement in Creative Head magazine. New product imagery was shot for the campaign as well as a photographic guide to using the product for in-salon reference.
EYE CATCHING, THOUGHT PROVOKING
ADOBE INDESIGN, PHOTOSHOP, ILLUSTRATOR
The message was bold, clear and needed to be remembered so all wording was kept short and simple. Strong headline fonts were used to create a confident tone of voice. White text used over dark imagery to stand out in the glare of a shop window, consistent crisp tree imagery to carry the message and catch attention. Salon style guidelines were created to encourage use of tea tree products as 'dressings' for the campaign.