 |
Thursday, 27 April 2006 | Levent OZLER
Culture Advertising Design Ushers In Two Big Idea Advertising Campaigns
for the Colomer Group
Culture Advertising Design, a Small Agency, Ushers In Two Big Idea Advertising Campaigns for the Colomer Group
When The Colomer Group, a beauty industry leader in professional and consumer products, needed new attention - grabbing advertising and image campaigns for two of its Multicultural Division brands they commissioned Culture Advertising Design in Atlanta. Culture A.D. brought an edgy image, which demonstrated hair texture as as a fashion statement, to the relaunching of Colomer's Professional brand Arosci (ah-ro-si). For the consumer brand African Pride, Culture created an ad campaign, which was inclusive of the consumer's life, hair, self-concept, and style.
In the world of multicultural hair care advertising most campaigns focus on displaying hair benefits without considering other aspects of the consumers' interests. The result is usually a print ad with a stiff, oversized head shot of a model and copy that highlights product features and hair benefits. Culture A.D. wanted to bring something more to this industry's advertising. "Through research we discovered that the target market for this industry is not just concerned with their hair, they consider their hair to be a key extension of their whole image. Being Fashionable, self-concept, confidence, and total lifestyle is important to this end user." said Craig Brimm, the company's Creative Director. " In a process Culture describes as "free-search" they went about using free association and research to develop a fresh perspective for the Colomer brands.
For Arosci's relaunch, it was important to demonstrate the brands three zones (scientific, harmonious, and designer) in a fresh strategic way. The print ads created expressed the straightening benefits of the scientific zone with a larger that life goddess up-do, which reflected the artistry of the straightening agent. The designer zone, which professes superior hair sculpting benefits, print ad presented a sculptured mohawk as hair fashion. The powerful stance of the hair clearly supported the sculpting benefits of the product.
African Pride is a brand that has been around for more than a decade in the multicultural hair care industry. It has been through several iterations of branding campaigns, which mostly highlighted the African herbal complex found in the brand. Culture A.D. created a paradigm shift by developing an ad campaign, which focused on the complete self-concept of the consumer. The campaign, "It's the Pride that You Feel" included a woman with a high fashion appearance, great hair, and brief vignette of her life and accomplishments. The take-away tone of the ad was meant to leave consumer's with feeling pride for one's life and style.
The print ads for Arosci and African Pride are running Nationally in several publications targeted for Ethnic Women.
Culture Advertising Design, an award-winning agency since 2001, specializing in services for the general and African American markets, which include Creative Direction, Art Direction, Brand Development [visual + verbal], Identity Development, Graphic Design, Package Design, and Advertising.
Culture Advertising Design: http://www.dexigner.com/directory/detail/6420/
|
|
|
