2012 Winners & Shortlists

Brief Explanation

The challenge is that over styling ruins hair; and deep inside those women want to stay away from the guilty feeling they get when they are overdoing it. Hence our Satin 7 Hair Care Range with IONTECH. The range includes different products for different hair styles and has unique green button that releases a stream of satin ions which protect your hair while styling it... leaving it vibrant, stylish, and healthy that protects the hair.

The Brief

Get: young, confident, outgoing, stylish, appearance conscious women Who: When asked what is a beautiful look to them – hair comes first. They love to have different hairstyles, they follow fashion trends, they feel that they can reflect who they are and how they feel through their look and through their hair.

How the final design was conceived

BRAUN’s unique IONTEC technology allows you to style your hair differently everyday, without damaging it. We’ve dramatized that by creating with typography a different star’s name shaping their unique hairstyle. We plan to carry it through a strategic media buy that matches the day with the name of the star. For instance: Monday becomes “Marilyn” Monday, Tuesday becomes “Tina” Tuesday, etc. Ultimately demonstrating that with BRAUN’s range, women have the flexibly and creative freedom to experiment and play with their hairstyles in safety.

Indication of how successful the outcome was in the market

With the tactical placement of seven consecutive print ads, the brand awareness and memorability factor were dramatically increased. It also provided a lot of intrigue and was seen as being thoroughly entertaining. As a result, people walked away with the brand top-of-mind and with a better understanding of what the product can do for them.