Cannes Lions

Londa Professional

LANDOR, Paris / PROCTER & GAMBLE / 2016

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Overview

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Credits

Overview

Description

Make each product do the “dirty” selling conversation.

We created a helpful brand based on a straightforward design idea: make products do the selling job on their own. How? By helping hairdressers put a smile on clients’ faces.

Inspired by the connection and conversations between stylists and their customers, we created a series of unique symbols of two hairs having a conversation: the Hair Talk.

These symbols turn all brand expressions into a personal conversation, that delivers each product sales pitch in the simplest manner, using a mechanism never used before in this very serious category: humor. Hair Talk radically changes the way Londa Professional – and haircare brands – communicate. As importantly, Hair Talk equally appeals to Londa’s two targets: hairdressers, by easing their life and helping to increase their business, as well as end-customers, by putting a smile on their face.

Execution

How can we make hair talk? We imagined a conversation between two hairs, with one hair representing the problem, and the other the solution. This conversation reveals the benefits of each product in the range, using a both friendly and amusing yet professional language that works everywhere, from packaging to promotional posters.

Outcome

The new visual identity and packaging received the best results in tests with hairdressers in the company since its acquisition 9 years ago. Semiotic testing confirmed that the strategy was fully delivered by the creative idea, and that it created a very new and unique proposition in the category. As a result, the brand was massively re-launched in 20 countries worldwide, leading to a 15%+ growth in business in just one year.

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