Project Name
Kao Rerise Hair Colour Treatment – Dark Brown Launch
ABOUT THIS PROJECT
Kao Rerise Hair Colour Treatment – Dark Brown Launch
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OVERVIEW
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Rerise as a hair colour treatment product under Kao was targeting the matured market who also had health concerns over traditional hair dye that they are looking for natural hair colour treatment alternatives. Riding on the launch of new colour, Kao aimed to create awareness as well as reinforce their creditability.
Project Details
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OVERVIEW
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Rerise as a hair colour treatment product under Kao was targeting the matured market who also had health concerns over traditional hair dye that they are looking for natural hair colour treatment alternatives. Riding on the launch of new colour, Kao aimed to create awareness as well as reinforce their creditability.
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Challenge & Opportunity
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Among the natural hair colour treatment market segment, Rerise is one of the brands that are offering on a higher price point, additional effort is needed to reinforce the creditability and effectiveness in order to justify the premiumness.
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Solution
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The creative idea played around the double meaning of the keyword in Cantonese – good performance and effectively catching the colour on hair, which was the pain point of the natural hair colour treatment market. The core strength of Rerise – natural and effective, were also highlighted throughout the video and KV to further strengthen the brand image in TA’s mind.