CHALLENGE
How can a leading global haircare brand define a ‘human truth’ that works across markets, to guide their brand purpose of helping women overcome self-doubt?
APPROACH
International cultural research
In-home ethnography, co-creative groups, and interviews with gender and hair experts across Russia, Saudi, the Philippines and Brazil to deliver in-depth country reports and a global meta-analysis.
Defining the human truth
Using the cultural research as an anchor, alongside stakeholder interview, UK campaign evaluation and facilitation of a 1-day workshop to arrive at a new guiding human truth.
IMPACT
Informed by our culture research, this work evolved to look at how to support women who are returning to work post-Covid.
A new campaign based on the evolved Human Truth is set to launch in January 2022.
