WATERCLOUDS – Brand positioning and communication concept, implemented in a global campaign for Waterclouds – a hair care brand owned by Lyko.
Here to hydrate.
To find a unique position for Waterclouds, we looked into skincare for inspiration. There is a well-established link between hydration and skin care. But even though hydration is as important for hair as it is for skin (no matter what hair type), no hair care brand has yet taken the position of The Hydration Expert. We saw this as an opportunity, especially since Waterclouds' hair care products were already formulated with hydrating and moisturizing ingredients—already working their magic, not just telling the world about it.
To communicate the new brand position and establish Watercloud as the Hydration Expert, we created a communication concept and a global relaunch campaign with a moist and dewy look and feel.
Client Team: Sofie Back, Category Manager Hair Own Brands, Lyko, Jennie Samberg, Brand Manager Own Brands, Lyko. Jessica Willstedt, Head of Own & Exclusive Brands, Lyko. Copywriter: Tomas Povolny. Production company / AI-creation: Copy Lab.
My role in the team: Strategy and creation, Creative Director / Art Director.
