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Prose, Love at First Wash

We all want hair care that KNOWS us.

Your relationship with your hair care is similar to a romantic relationship. It can be difficult and hard to navigate sometimes, but eventually, you end up with a match that is meant for you. A match that knows you better than anyone else, and is there for you through all your ups and downs.

Young, self-care enthusiasts are tired of one-size-fits-all hair care brands. But Prose makes hair care personal.

To raise awareness, love letters to Prose and breakup letters to standard brands will be on billboards in public transportation areas.

Billboards

To engage our target, we will encourage our target to Tweet about their breakup or love stories with hair care products.

Social Media - Twitter

Experiential

We will have "Prose Pick-Up Trucks," made just for our target's ex hair care products. Products can be dropped off at our trucks to be recycled, and in exchange, people will receive a personalized toiletry bag with the first letter of their name on it. Inside the bag will be a QR code to the Prose quiz. Using this code, our target will receive a free, personalized hair care set (composed of gels, masks, etc.) at the end of their quiz, based on their results.

Text Message Ads

After taking the Prose quiz, our target will be prompted to download our new Prose app.
Pop-up ads in the form of text messages that are based on data collected from the app will keep consumers connected to Prose and increase loyalty.

There will be options to retake the quiz via the app in the event of life changes. Along with options to repurchase products (or even new ones!) through the app and get rewards