TRACTION
CHALLENGE
6-WORD HOOK
EXECUTION
QP could be trusted like her best friend:
Five specific products for five specific styles.
A 25% sales spike across the five hero products, driven by 18–34-year-olds. The brand proved its relevance to a new generation—and the company was acquired.
Loved by an aging generation, “old-school” to the 18–34s they were now after. We couldn’t change the generic packaging. We had to change the perception.
We made B&W fashionable—the “Tuxedo Effect.” One hairstyle. One product. No words. Girls leaning on QP where she didn’t expect it—like full page luxury fashion magazines, life-size cutouts as product displays, AA sorority convention room drops and fashion model street teams.
AA Haircare
Market Expansion
INSIGHT
