Trusted like a girlfriend
01-Start With Your Position
The lengths AA women go
02-Uncover The Human Insight
For Black women, natural hair is sacred—and protecting it takes commitment. Wearing satin bonnets or silk scarves to bed. Adopting awkward sleeping positions. Spending hours in the salon. When you've invested that much in your hair, you don't gamble on just any product.
Sometimes, the products you can count on are the ones you overlook. All we had to do was get QP on her radar and into her hands.
Goal: Expand the haircare brand’s appeal to 18–34-year-olds.
QP had a loyal following among women 65+, but was seen as old-school by the 18–34s it needed to win over. We couldn't change the generic black-and-white packaging. We had to change the perception.
The opportunity lay in what had made the brand a staple for generations: reliability. Five products for five styles. Each doing exactly what it promised. No hype. Just results.
Lean
On
QP
03-Distill It Into A 6-Word Hook
Results: A 25% sales spike across the five hero products, driven by 18–34-year-olds. The brand demonstrated its potential to grow among younger consumers—and the company was acquired.
04-Turn It Into Unexpected Creative
And we put girls leaning on QP where she least expected them: luxury retail malls, fashion magazines, life-size cutout product displays, AA sorority conventions, and model street teams.
A no-nonsense product with an unexpected presence. Every touchpoint designed for one thing: to drive that first trial.
The tuxedo effect
While competitors touted full product lines, we kept it simple: One product. One style. Letting the words on the bottle tell you exactly what it would do.
We made black and white fashionable, turning a packaging constraint into a distinctive creative statement.
Brand strategy, creative direction, 6-Word Hook
Brand strategy
Photography
Katrina Bayer
John Luginbill
Sarah Silver
