Sebastian, the iconic, global haircare brand targeted at salon professionals inspires extremely edgy and avant garde hair “fashion” and styling. However, in North America, the biggest part of the business, the Shaper range of hairsprays, are sold at retail to consumers. And the numbers were down. So, the challenge was to bring shaper back.

We created a campaign for shaper that showcases approachable and attainable looks appropriate for consumers, while still tapping into their desire to change their look often. With little product differentiation, we built an idea around our heritage, Los Angeles roots and the iconic status of the product. We brought in our global art directors to help us regain credibility, create on-trend looks and garner social media buzz.

The Icon of Transformation videos went viral during the first week. While most Sebastian posts top are at 12 likes, the videos received almost 3 million views, 6.6K likes and 756 shares, becoming the most popular Sebastian video to date!