Green Circle Salons
Beauty waste can actually be beautiful when you make collecting it fun.
Green Circle
Salons
Endless Possibilities campaign
Beauty waste can actually be beautiful when you make collecting it fun. The trick was getting salon pros to see, and enjoy, their role in the process.
- My role
- Creative director: campaign concept, messaging, and all copy
- Team
- 1 art director, 1 designer, 1 writer
- Channels
- Social · email · video · influencers · industry publications
Creative Content
Start the conversation in their language.
Make the leap from waste to possibility.
Put the idea in their hands.
Show how it works.
Celebrate their wins.
Results
25% over the lead-generation goal.
The campaign found its heroes in stylists and spoke to them in the language of their craft: transformation. That turned recycling from a chore into a point of pride, and continues to drive behavior change across the beauty industry.