Beauty Salons are very important places for this kind of products. It’s where consumers are open-minded to the use of new products, and it’s also where they can test them. Still, we had to show the efficiency of Kanechom Haircare products in these sites, with no budget to hire a celebrity, nor producing any photo with a fashion photographer. Neither we wanted to use a stock image picture, because it has no personality.

To create a personality and differ from the competitors’ posters, we kept it simple. We used the actual structure of the poster to demonstrate the kinds of hair that Kanechom Haircare treats. We cut, folded and worked white sheets of paper, so they got curly, straight, frizzy, split-ended, and so on. This way, each poster showed the proper indication of Kanechom Haircare products. Clean layouts completed the concept.

With a very limited budget, we attracted attention of consumers in beauty salons, in a critical moment for any beauty product: when they can experiment and decide which brand they will use. By not using any celebrities, and any pictures at all, we stood out among major global brands.