OVERVIEW
JVN Hair’s Revive Rapid Repaid Bond Gloss is a treatment that adds instant glossy-like-glass shine while repairing damaged, broken & over-processed hair in just 60 seconds. This product was 3 years in the making (and our first big launch in a couple years), so we wanted to make sure the launch was a success! While our Creative Director and Design Director facilitated capturing both product and campaign imagery, I worked on implementing these assets across all applicable channels.
DIGITAL
Homepage // On launch day, site creative was updated to highlight Bond Gloss as a new product, showing campaign imagery of both models and product.
PDP assets // In addition to product imagery, claims, and Before & Afters, additional educational assets were created to give customers more insight on topics such as Hair Bonds and the ProPlex+ ingredient, since the Bond Gloss product category is a bit harder for consumers to understand.
Emails // 3 dedicated emails were designed as part of the initial launch series, which highlighted a combination of benefits, ingredients, and before & after results of the product.
Paid Ads // We ran a variety of Meta Ads for the launch of this product, testing between product, JVN, and model imagery to see what would preform best. We also tested copy performance as well, to see whether focusing on a benefit or claim was the most effective with our target audience. All Ad sets shown below were created in both 1:1 and 9:16 for Facebook & Instagram.
Organic Social // Various assets were also created for Instagram to highlight the product and provide additional education. Shown below is a Scent Story post, a Product Pairings post, and a “The Making Of” post.
PRINT
Field Team Education Assets // I worked closely with our Copywriter and head of Product Education to design a variety of educational assets that would be packaged together and given to members of our Field Team, in order to educate them on this new product. Items such as retention cards, product pairings, word puzzles, and more were created to help educate in a fun and digestable way.
PACKAGING
I worked with our team to acquire final dielines from vendors for both primary and secondary packaging, and build out artwork that is consistent with styling across other products. One challenge we ran into with this bottle was fitting the long copy on a fairly narrow bottle – the solution was to introduce a 2 column layout, which also allowed for a smoother customer experience.
