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
Put the idea in their hands.
Recycling felt like one more chore.
Green Circle Salons gives salons a way to keep beauty waste out of landfills, but collecting it adds steps to an already busy day. To grow participation, stylists had to see the program as something they wanted to be part of, not something they had to do.
Endless possibilities.
Speak to stylists in the language of their craft: transformation. Every bit of salon waste could become something new, and the stylist was the hero who made it happen.
The platform
Endless Possibilities: beauty waste reimagined as the start of something new.
Launch visuals
Marquee creative that starts the conversation in stylists’ language.
Social
Animated and carousel posts that show the leap from waste to possibility, and how it works.
Recognition
Content that celebrates salons’ wins and turns participation into pride.
Start the conversation in their language.
Make the leap from waste to possibility.
Show how it works.
Celebrate their wins.
Stylist and salon recognition turned participation into pride.
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.