Select was tasked with helping to launch Clairol Professional’s new line, Flare Me Dark. Flare Me Dark was concepted as a sister line to Flare Me Light, and targeted those with darker hair. In contrast to Flare Me Light, which was identified as the everyday artist, Flare Me Dark was concepted as the creative curator. Select shot, produced, and created assets around the campaign.
After testing, CP was finding that consumers were having difficulties understanding the differentiation between Flare Me Dark and Light. It wasn’t immediately apparent to many that Flare Me Dark was for people with dark hair, and Flare Me Light for those with light or pre-lightened hair. The brand tasked us with coming up with a targeted media buy that would help educate the consumers on the difference between the two, and move them to purchase.