The Challenge

Since its acquisition by P&G in 2001, Aussie’s target consumers were hair involved suburban women 25-44 years old. The risk of sunsetting the brand in the NA market reached its tipping point in 2018 after several years of consistent decline.

Knowing your WHO

Smiling woman with voluminous curly brown hair wearing a yellow crocheted sleeveless top

Conducting consumer research enabled to identify the demographic and consumer segment the brand over-indexed with. This helped to drive focus on the brand’s fundamentals, innovation, points of superiority and benefit spaces. The brand positioning became evident:

Friction-less Hair Care for every hair type.

  • Brand Equity

    Brand Architecture

    Brand Idea

  • Visual Identity

    Packaging Design

    Creative Direction

    Brand Expression

Two purple Aussie 3 Minute Miracle deep conditioners for curly hair with bright pink caps on a lavender background
Smiling woman with long wavy brown hair posing with her hands behind her head against a lavender background
Portrait of a smiling woman with voluminous curly red hair against a lavender background
Smiling woman with voluminous curly auburn hair against a lavender background
Freckled woman with voluminous curly red hair laughing against a lavender background
Portrait of a smiling woman with voluminous curly red hair against a lavender background
Purple hair gel dispenser labeled strong hold releasing gel onto a manicured hand
White cream squeezed in a flowing ribbon pattern on a purple background
Smiling woman with voluminous curly hair holding a purple hair care product against a lavender background
SHOT_07A_ELLY_W_PRODUCT_SHAMPOO_0615-Recovered.png
Hand dispensing white shaving cream from a purple tube onto a mound of whipped foam.
Hand pressing the nozzle of a purple aerosol spray can against a blue background
Three smiling women in colorful tops and jeans posing together against a lavender background
Aussie Ultra Smooth anti-frizz hair care products, including shampoo, conditioner, styling gel, and hair treatments, displayed against a purple background.
Aussie haircare product campaign collage featuring hydration shampoo, conditioner, hair spray, diverse models, tropical ingredients, and moisturizing hair-care claims.
Smiling woman with curly red hair holding purple dumbbells against a lavender background

Fastest growing P&G Hair Care brand after fundamentals and VisID work.

#3 Shampoo Brand in the Portfolio surpassing Legacy Herbal Essences

Best of Brands Awards achievement for Superior Brand building performance and top growth for 3 consecutive years.

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