EverPure
CHALLENGE
As one of the first sulfate-free haircare lines specially formulated for color-treated hair, EverPure gained a small but faithful following when it was first introduced. Our challenge was to re-contextualize the brand for a broader audience.
SOLUTION
Consumers already know that all shampoos (basically) work. So we leaned into the indulgent experience of EverPure products, which inherit their rich textures and subtle fragrances from other salon brands in the L’Oréal family.
RESULTS
The new sensorial look and feel of our messaging broke EverPure out of its niche leading the the largest jump in year over year sales for 2 years running. Some products became #1 sellers in their category and the brand continues to gain market share and fan evangelists.
Creative direction I Design I Photo + film art direction I CGI art direction
Directors: Jean Pierre Phillipot, Damien Krisl I Photographers: Nico Bustos, Baard Lunde I Talent: Luma Grothe, Cindy Bruna, Savannah Blake, Soo Joo Park
