Portfolio
Noughty Haircare
Grooming a global beauty brand for the American market
How do you introduce a cheeky British naturals haircare line to the diverse American market? With sass and wit, but of course!
I led the North American branding that launched the vegan product line across major US retailers and online.
We chose a bold, witty voice to stand out with the the naturals in-crowd for all communication from e-commerce, social, and digital/print marketing to conceiving PR efforts.
Long-form Noughty content:
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"Making Scents of Fragrance" Natural and synthetic fragrances and your hair
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Behind the brand - About Us and Founder's Story
To present new product lines for curly hair and blonde/highlighted hair to the press, we sent packages customized by hair type.
Blondes received chamomile flower cookies and tea, while the curly crew received a personalized satin pillowcase to protect their curls.
Retail launches required a hands-on approach. New York Fashion Week coincided with our launch at Ricky's, a New York club kid standby beauty supply, so we hosted an in-store 90's club kid themed NYFW party.
Our hairdresser created themed looks using real flowers to celebrate the natural ingredients such as sunflower and chamomile.
A downloadable 90's club playlist paired the blog covering the event.
Regular brand ambassadors at national retailer Ulta received monthly kits to host themed events. To celebrate Noughty's Leaping Bunny Cruelty-Free certification, we launched a viral campaign using bunny ear headbands. Customers were encouraged to post their looks for a chance to win free product.
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