PZ Cussons’ Charles Worthington brand has unveiled its first brand-focused campaign.
Studying its consumers, the brand found only one in ten women love their hair, while six in ten struggle to find their perfect hair care products and seven out of ten are scared to make a drastic change.
Aiming to change that, the campaign stars four women who recall their hair ‘journeys’ and how they have built up confidence.
Jacqueline Burchell, Global Marketing and Product Development Director for Charles Worthington, said: “We’ve put our biggest budget to date behind supporting this digital campaign, and our brand video sums up why hair is so important to us – it is linked to pivotal times in our lives, so we need to embrace and love our locks.
"The majority of women have told us they are yet to find their perfect hair care regime, so we’ve made our product range even easier to navigate on the shelf, helping women find the right products so ten out of ten can love their hair.”
