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Working Team
Creative Direction: Cara Mia Tontodonato & Jackie Kropp
Art Direction: Jessica Cassettari
Writer: Briana Verdugo
Jackie Kropp
Creative Director - Copy + Editorial
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Your Healthiest Hair—Ever
The brief: Introduce Sephora clients to trending and up-and-coming hair care that targeted to your hair’s unique needs
Wanting healthy hair is universal, but how the beauty industry defines what “healthy'“ hair looks like is not. This campaign introduced Sephora clients to some of hair care’s brightest stars with a focus on formulas for BIPOC hair and attaining your healthiest hair ever, whatever “healthy” looks and feels like for you. We used a dramatic tagline to communicate the results the assortment could deliver, and delivered a cross-channel messaging strategy that spoke to all our clients’ hair concerns, from straight to wavy to coily to corkscrew.
Contribution: Concepting, editorial and video direction