On 17 September, hair care specialist Moroccanoil launched its first multimedia advertising campaign, featuring British model Rosie Huntington-Whiteley. She is the firm’s first ‘face’. The campaign consists of six short films, directed by actress and director Bryce Dallas Howard, which feature influential women talking about beauty and how they chose their paths in life. The films appear on a microsite linked from the firm’s main website, in outlets such as Refinery 29, and on a range of social media (with the hashtag #inspiredbywomen). There are also behind-the-scenes videos, images and interviews with Huntington-Whiteley.
Meanwhile, a print campaign will come out in October magazine issues, including Elle, Harper’s Bazaar and InStyle. The move is partly to publicise Moroccanoil’s new hair care range, which launched in mid-August. Entitled the Smooth Collection, it focuses on manageability and consists of four SKUs ranging in price from $28 for a shampoo to $43 for a hair mask.
Moroccanoil has also boosted its presence in Nordstrom’s with the launch, at the end of August, of eight hair products in travel sizes and 14 body products in full sizes. These will be carried on the beauty floor rather than in the firm’s previous location in Nordstrom’s in-house salons and spas.
