Olistic became much more relevant than other startups in a little over a year, thanks to its strategy with influencers. And they still had margin to grow. But they still needed to take a leap forward: firstly, by moving from working on consideration and driving sales with influencers to building brand awareness and mental availability; and, secondly, positioning the brand beyond the hair loss space to become a universal product and a daily habit.

We all take care of our hair to a greater or lesser extent. In particular, women, who are often subject to more pressure regarding their image, undergo more aggressive treatments and are more affected by seasonal variations, stress and hormonal changes. We would interview potential buyers to check how they would face these problems. We discovered that women have two options: to use skin products, which are convenient but less effective, or to choose much more expensive clinical treatments. The lack of results of skin products and the huge cost of clinical treatments led to the same point: a constant feeling of dissatisfaction, leading women to have a complicated relationship with their hair. They are never happy with the results and never like how their hair looks.

Olistic had formulated a nutraceutical product that acts from the core and which is affordable, the perfect opportunity to become a benchmark in hair health. It could became the brand that helps women improve this relationship.

In addition, the way in which women spoke about their problems from the heart inspired us to activate a tone that would break the codes. We did not aim to use a rational and cold tone like other pharmaceutical brands, or a superficial tone like beauty brands. We would use a straightforward approach, speaking clearly and accurately, but addressing the topic by focusing on the emotions. A tone that would differentiate the brand from others even more.

The campaign started with women speaking from the heart about the relationship with their hair. With a fresh tone, we saw the back-and-forth, the give-and-take between them and their hair. The piece was broadcast on high-audience media, such as TV and YouTube, to make sure the message was conveyed properly and to guarantee a connection with the emotions of viewers.

This piece would boost the brand image, so it was the perfect moment to increase the consideration with shorter, more direct pieces, with rational messages adapted to the different types of problems women encounter with their hair. In this case, the short spots were shared online, segmented by consumer profile.