L’Oréal + SCAD

SCAD is collaborating with L’Oreal-owned professional hair brand, Redken, to create an exclusive styling line with an influencer, made fully by Redken’s resources. Our role is to help create and develop a campaign that will launch the product line in a way that reaches and engages consumers. My role in this collaboration is head copywriter, writing the copy for the process book, website, and final deliverables, as well as assisting my teammates with fully understanding the consumer.

Phase 1

The first phase involves researching how social media is being utilized, how influencers interact with consumers, and how consumers view both the influencer and the brand. This research will be conducted through surveys, interviews, and focus groups, along with secondary research, evaluating current campaigns and beauty brands. Pulling insights from this phase of intense research will allow the team to identify how to successfully launch the styling product through an influencer. We are also examining different possible influencers for this collaboration, and pitch who we believe would be successful.

Phase 2

Moving forward, the class will be developing two campaign concepts for two seperate groups of influencers. Through research on the specific influencers and their niche social media platform, the class will produce full concepts, including mock-ups, timelines, and and planned events.

Final Deliverables

After 10 weeks of working with the clients, we developed a process book, website, and 2 fully-developed campaign concepts. Click the button below to view our final process book.