Problem: Matrix is a well-known professional hair brand and it’s widely used by hairstylists in Russia. But regular people don’t really know anything about it. They are not familiar with a brand’s mission; they don’t know that it easily gives you the result you want; they don’t know that it’s professional and that professionals trust it.
Insight: Professional hair brands don’t really tell me anything and I don’t feel the difference between them. The only thing I care, when coming to the salon, is that I get a great result.
Solution: We called it “Matrix launch in Russia” We decided to create brand’s look and feel from scratch and show that it has a character close to the target audience, that it’s different from the others. Matrix understands what you need and what you want, that’s why the result is going to be exactly as you want it to be.
We created an online-video that shows not only the hair but also the lifestyle that Matrix creates. Girls in this video are not glamorous, as all hair brands usually show them, they are just like you. They rock the day and the night together and they also rock their hair, of course.
We also created a fun online test that helps you understand what hairstyle you want and win it for free by posting a pic on Instagram
