The Objective
Establish Ethique as a beauty-first haircare brand that’s as effective as it is sustainable. Then, roll the new brand out globally — beyond NZ where it all started.
what we did
We leaned into potency, emphasizing the benefits of Ethique’s bars well beyond sustainability. We positioned the brand as the solid choice when it came to haircare.
the evolution
Ethique was beloved in New Zealand. The company was built with the planet in mind, and had a laundry list of eco and ethical certifications. The products were also created with potent actives, making them even more effective than traditional liquid haircare.
This new brand needed to match the impressive products and origin story. We needed to leverage the existing equity, but also elevate the brand to live within the beauty category.
To do this, we honed in on the superiority of solids — from the messaging to the packaging to the results-oriented photography.
the result
A beauty brand in all Ulta doors nationwide; A positive perception of haircare bars; A new standard for the beauty industry.