Paul Mitchell’s Tea Tree line (which we helped them launch in 2000) had long been the top selling salon product line for men in America. Though not a men-only line, it owned the product category. But with other brands fighting for market share, Paul Mitchell asked for our help to launch Mitch. When we came into the project, they had previously hired another consultant to help with the launch. Their direction didn’t work for an American male market. We asked the question “What does it mean to be a man?” Our launch strategy, and brand creative direction answered it, and Mitch quickly became the #1 Men’s Salon Product line in America.
We don’t look at just one aspect of a brand. We consider the whole experience. How a brand looks, speaks, behaves, feels, and dreams.