NAK Hair | Willow & Blake target smart women in hot campaign

Hot campaign for smart women.

NAK knew they needed a new positioning in market beyond being natural, high-performing, and salon quality—especially with their burgeoning expansion into the UK and US.
They came to us with a signature NAK appetite for bold ideas. We came to them with our knack for marrying strategy and creative.
After identifying their core target audience with intricate persona work, we found the white space amongst a shelf of competitors. It inspired a unique truth about the brand; that if you choose NAK, you’ve made a smart choice that leads to hot hair. A brand ethos, world, and platform that was anything but neutral.

The belief that by choosing NAK’s highly intelligent and superbly sexy formulas, you must be smart. And therefore, will have hot hair. Clever. 

“At the heart of this campaign is the belief that being hot and being smart are not mutually exclusive. Our customer is confident, capable and intentional in her choices, and we wanted to create a campaign that reflected that. ‘Hot haircare for smart women’ celebrates the women who expect more from their beauty products, pairing aspirational creative with the intelligent, high-performing formulations that define NAK Hair.”

- Hannah Cash, Chief Marketing Officer.

How does ‘Hot haircare for smart women’ translate to a global brand awareness campaign? Glad you asked. The campaign is driven by an insight; Women don’t do their hair because hair is the most important thing in their life. They do it because they have important things to do.
The scene centres around a custom set design of the showstopping bathroom vanity. This is the stage where three women prepare for their day. Each portrait captures someone in the transition between private and public life. A corporate go-getter. A medical professional. An active babe.
Smart women. With hot hair. And more important things to do.

“Working with Willow & Blake on this campaign has been a such a collaborative experience. Their ability to understand the NAK Hair brand, challenge thinking creatively and bring our vision to life helped us deliver a campaign that feels both authentic and impactful. Together, we've created a body of work that not only elevates our brand but also strengthens the connection we have with our salon community and consumers.”

- Chantal Henderson, Head of Marketing & Communications.

How do you centre product without turning women off?  Sharp, smart, slightly sassy one-liners that grab attention. Pair it with hero images of amazing hair, and conversion follows. This was key to OOH and retail assets; create intrigue, plant product, and show hot hair in a smarter way.

Credits & other partners:
Photography: Libby Willis
Videography: Milly Mackay
Stylist: Paige Anderson
MU Director: Gemma Elaine
Hair Director: Raymond Rozema
Hairstylists: Dom Pelli & Loz Mai
Producer: Samantha Haines (Monster&Bear)
Copywriter & Strategist: Alyce McNeil
Art Director: Noah Zawertailo
Creative Producer: Samantha Balm
Creative Director: Brianna Nixon

Hot campaign for smart women.

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