Aussie expanded their hair care lineup to better celebrate and care for hair across all hair types and patterns, from straight and wavy to curly and coily. Our challenge was to help shoppers navigate the expanded range and confidently find the products and regimen that were right for her, both online and in store. 

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We created "Hair to Explore," an omnichannel campaign that encouraged shoppers to embrace their unique hair and discover everything it can do. Relatable imagery, approachable curl-pattern education, and simple product and regimen guidance made the lineup easier to navigate and find their right match, helping shoppers explore, care for, and love their hair with confidence.