Create awareness that the Braun Multistyler is not only a product that straightens hair, but creates limitless styles. The task was to engage women in a modern conversation about style.

Emoticons are an established form of communication. In a very simple way they convey mood and emotion. But most emoticons only represent facial expressions – not anymore. We added the one thing these faces were missing: the haircut. The idea of ‘Hairmoticons’ was born. Now personal moods correspond with individual hairstyles – like in real life.

After launching ‘Hairmoticons,’ interest in the Braun Multistyler exceeded all expectations. Various blogs and online media, like horizont.net reported about ‘Hairmoticons’. But what was most impressive was how young women embraced Braun’s new form of communication. ‘Hairmoticons’ started to be used in e-mails, tweets and SMS around the world. Within days, we had changed the way women expressed their mood and style.