— Brand and Creative Copywriting
L’Oréal Pro:
Head Up
Naming, tagline and scriptwriting
My Role
Brand Copywriter
Client
Publicis Luxe
I worked with Publicis on the brand name, tagline and the launch film script of new brand cause platform. The choice to support hairdressers’ mental health was a natural fit with L’Oréal Professional’s values, as the supplier of hair tech and tips to pros. The platform educates consumers and supports hairdressers with free mental health training and the meditation app, Calm.
We chose the name Head Up to show the positivity and pride of hairdressers in the face of difficulty. Then the brand film explored some of their challenging yet rewarding moments, with the tagline, “They’re here for you. We’re here for them.” The work won the account, and was used for the campaign that followed.
Landing page on L’Oréal Pro website
