The Challenge

Herbal Essences has struggled with an identity crisis since the early 2000s, historically the brand’s efforts to drive share growth ended up over-fragmenting the brand equities into isolated buckets without sustained growth.

In the last years, constant efforts to position the brand as a naturals proposition with superior performance has seen the most aggressive decline in the brand since the early 90s. Loyalists perceived that the brand had lost it soul…

Brand Equity
Brand Architecture
Creative Direction
Art Direction
Visual Identity
Brand Expression
Photography

A scent-sorial dreamscape

Partnered with Corporate Historians, identified key success drivers across the last five decades.

The brand’s strongest moments came when it combined: a memorable Emotional Benefit, a sensorial experience, Distinctive Packaging & Cultural Timing

Repositioning the brand as: “experiential haircare”‍ ‍joyful, scent-sorial, & emotionally rewarding.

Herbal Essences Rose Hips hair-care products arranged among pink roses in a dreamy floral landscape

Smiling woman in a pink floral dress holding rose-scented shampoo and conditioner bottles in a rose garden.

Artistic floral arrangement with pink roses, white flowers, citrus fruits, moss-covered rocks, and twisted driftwood against a pink background

Pink Herbal Essences Twist & Bloom smoothing hair mask jar surrounded by pink and cream roses

Vanilla cashmere shampoo, conditioner, and fragrance hair mist bottles surrounded by wool, vanilla beans, and white flowers

Pink Herby Rose Champagne hair perfume mist bottle surrounded by dewy pink roses and peonies on a pink background

Chic Saint-Tropez herbal essence glossing shampoo and conditioner surrounded by oranges and citrus blossoms overlooking a Mediterranean coastal village

Pink rose hip shampoo and conditioner bottles surrounded by pink roses, flowers, moss, and petals on a pink background

Pink flower petals suspended in golden skincare serum droplets on a pink background

Woman holding a pink satin hair oil smoothing sealer bottle among blooming pink roses and peonies

Purple Bloom nourishing hair mask surrounded by lavender and lilac flowers, honeycomb, and honey on a lavender background

Woman with plumeria flowers in her hair holding a coconut water shampoo bottle on a tropical beach

Close-up portrait of a smiling blonde woman with closed eyes against a pink background

Herbal Essences Satin Oil Smoothing Sealer hair oil bottle surrounded by pink roses, white flowers, and golden oil drips on a pink background

Coconut water and hibiscus herbal shampoo and conditioner bottles on a tropical beach with coconuts, palm leaves, and flowers

Smiling woman with flowing dark hair beside Herbal Essences Smooth Rose Hips shampoo and conditioner bottles surrounded by pink roses

Collage of three close-up portraits of women with blonde, red, and wavy blonde hair, labeled “The Moods.”

Dopamine-themed floral collage with text about euphoric emotional transformation and a joyful woman surrounded by colorful flowers.

Editorial page titled “Touch” beside a close-up of brown hair covered in rich white shampoo lather and bubbles.

Herbal Essences hair care collage featuring botanical shampoo, a woman enjoying shampoo, lathered hair, and flowing herbal hair

Scent of your Dreams Campaign

Herbal Essences Bloom to Your Senses outdoor advertising posters featuring rose-scented shampoo and conditioner.

Pink Rose Hips smoothing shampoo and hair mask displayed among pink roses and flowers.

Simplify to amplify:
Anchoring the brand back to its sensorial equity, crafted whimsical worlds that strengthen its fragrant attribute, the brand not only reconnected with lapsed legacy users but also appealed to younger demographics who take their hair care routine as a joyful ritual to reconnect with themselves.

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