Global Launch of New Creative
Creative direction for the 2013 relaunch of WEN Haircare
A Multi-Channel Global Launch
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.
Creative direction responsibilities included
NEW WEBSITE DESIGN CREATIVE AND UX
Created the acquisition & retention digital experiences
Redesigned both the acquisition and retention digital experiences for WEN with a focus on driving efficiencies in production, maintenance and unifying customer experiences. Successfully launched first on Proactiv then rolled out across the rest of the portfolio.
I pushed the creative direction to be more lifestyle oriented which better reflected the product and aligned with the TV creative.
