Confidently discussing the uncomfortable
Premium beauty brand Aveda were looking to promote their hair care product Invati, and in doing so strengthen their position as leader in the world of natural solutions to hair thinning. They wanted to create content with real women but were concerned with the pitfalls of home video testimonials.
Working on the insight that women often confide in family and friends about personal issues, we proposed a more natural approach. Instead of having the women talk to camera, we facilitated conversations between them and somebody close to them, allowing us to tap into real emotions and produce genuine video content.