Global launch of a WEN refresh

Celebrity stylist Chaz Dean created WEN which is not a shampoo but a single-step process that cleanses and conditions the hair simultaneously. The cleansers include a perfect blend of special ingredients, including natural botanicals and herbs, and do not contain sodium laurel sulfate or harsh chemicals.

This was a complete overhaul of all digital touchpoints: ecom, marketing, video & display media.

I pushed the creative direction wo be more lifestyle oriented which better reflected the product and aligned with the TV creative.

We created all new product photography to elevate the complete customer experience.

Creative direction responsibilities included:

Digital brand guide

Website UI & UX

Sales Copy

Celebrity photography

Commercial spots


Editorial copy

Product photography

Social extensions

Video content

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