Féria
CHALLENGE
Unlike other hair color lines, Féria follows the lead of fashion brands in introducing new color collections annually. Each campaign needed to be entirely fresh while remaining faithful to the brand DNA.
SOLUTION
Energy, youth, and vibrant self expression are what link these campaigns and bring consumers into the world of Féria.
RESULTS
Market share grew for 5 years running while these campaigns were active. Although Féria is a US brand, elements of these campaigns were so successful in attracting younger consumers that they were rolled out globally to support L’Oréal Paris’ Preference hair color line.
Creative direction I Content creation I Photo + film art direction I Design/Layout
Director: Barnaby Roper I Photographers: Karim Saldi, Nico Bustos I Talent: Lara Stone, Liya Kebede, Natasha Poly, Luma Grothe, Rose Bertram, Barbara Palvin, Xiao Wen Ju
METALLICS
PASTELS
GLAM GRUNGE
MULTI-FACETED
POWER SHADES
