Client:
CLAIROL
Industry:
BEAUTY
Services:
CREATIVE DIRECTION + DESIGN
INFLUENCER & EDITOR EVENTS
THE BRIEF:
In partnering with Clairol to honor Hispanic Heritage Month in a way that felt authentic for the brand and culturally grounded inspired us to create Hairitage, a platform rooted in Clairol’s conviction that hair is personal, cultural, and a form of self-expression. What began as a social strategy designed to celebrate heritage and self-expression through color and storytelling, evolved into an elevated experience that brought together creators, partners, and brand friends to celebrate Hispanic culture.
outcome:
The campaign delivered strong results and meaningful impact. Hairitage achieved a 5.3 percent engagement rate, outperforming benchmarks by 4.9 points. Guests responded positively to a space intentionally created for them, with many noting it was the only Hispanic Heritage Month event they attended. Beyond metrics, Hairitage reinforced Clairol’s ongoing commitment to representation, community building, and celebrating the ways culture and color come to life through heritage.
KEY CHALLENGES:
We knew how easy it is for brands to slip into surface-level gestures and approached Hispanic Heritage Month with integrity.
PROCESS:
From the start, we focused on cultural insight and community collaboration. The Hairitage experience was intimate and creator-led, giving guests the chance to actively participate rather than simply attend. Artist-driven moments, considered environmental details, and an audio guestbook capturing real voices created a welcoming and reflective environment.
Solution:
Every element of the event was designed to translate seamlessly into social content, with high-quality photo, video, and audio paired with culturally fluent, always-on community management to sustain conversation and engagement beyond the room. Social carousels highlighted both branded and community moments, offering an intimate look behind the scenes and recap reels paired dynamic visuals with “After The Tone” voice notes from guests, adding a nostalgic and deeply human layer. Thoughtful experiential details, like branded ice and embroidered aprons, created shareable moments that extended organically across social.
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