Philip Kingsley is a trichologist. Trichology is considered to be associated with problem hair.
The task was to reposition the brand as associated with healthy hair rather than problem hair, and in a more contemporary, less overtly scientific way.
We came up with the notion of ‘fitness training for your hair’: keeping your hair in the best of health, not solving problems.
The work impacted on positioning, proposition, identity, packaging, website and POS.