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Brand Launch Video
November 1, 2018

Launching a new product category to combat bullying

  • Strategy

    Launch Strategy

  • Design

    Video

  • Client

    Paul Mitchell

Open Project

SOLUTION

A new kind of product, with a bright message, for a new demographic

As a long-time partner, we helped Paul Mitchell launch of teen-geared line, Neon, designed to offer a wide range of looks that encourage teen girls to embrace their individuality. Infused with natural sugar, Neon products are a little sassy and a little sweet. In keeping with Paul Mitchell’s mission of giving back, the Neon launch campaign focused on anti-bullying, a highly relevant and personal cause for Neon’s target demographic of 15 to 20-year-olds. We created a launch video that was bright, fun, and full of positive encouraging messaging. Neon was Paul Mitchell’s first product that could be ordered online. Would the industry push back, as the whole Paul Mitchell line had always only ever been licensed to be sold in salons? The messaging and the cause was so positive, that though it marked a new era for the beauty giant, the industry applauded Neon.

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