Coco Holtz
Protect & Restore Hair Serum Campaign
A one-step leave-in conditioner for LATHER that repairs yesterday’s damage while preventing tomorrow’s.
A product-first launch for LATHER’s Protect & Restore Hair Serum, a lightweight leave-in conditioner that replaces the multi-step routine. Because the story was the formula and what it does (bond-building peptides, heat protection up to 450°F, color protection, and 24-hour frizz control), the creative was kept clinical, clear, and focused squarely on the product and the hair. The campaign ran across every channel: email, social and digital ads, print collateral, in-store signage, and store windows, across LATHER’s owned digital channels and all retail locations.
- Creative Direction
Concept
The product is the proof
Every creative decision started with the benefits. The hero product shot sets the bottle against a single unbroken sheet of glossy hair: strength, shine, and manageability shown in one frame, with the key claims (bond-building, anti-frizz, heat and color protection) legible right on the pack.
Nothing competes with the product or the hair. Neutral backgrounds, precise lighting, and clean compositions give the campaign the clarity of a clinical brand while staying true to LATHER’s plant-derived, clean-formula point of view.
Art Direction
Hair, up close
Supporting imagery stays tight on the hair itself. Close crops of combing and working product through the lengths make the results visible: detangling without breakage, softness, shine, and texture that holds its shape.
The copy follows the same discipline: one clear benefit at a time, backed by specific results. That means 55% less breakage even after heat styling, frizz control for up to 24 hours even in humidity, and a formula made without silicones, parabens, sulfates, synthetic fragrances, artificial colors, or mineral oils. Vegan, and never tested on animals.
In-Store
Clarity at the shelf
In LATHER stores, signage, shelf displays, and store windows led with the hero product and a clear benefit hierarchy, so customers could understand what the serum does at a glance. Testers invited people to feel the lightweight, milky texture for themselves, and product pairings positioned the serum as the single step that finishes a hair care routine.
Email Series
Making the case, benefit by benefit
A launch email series built the case for the serum from a different angle in each send: bond-building science, heat and color protection, ingredient transparency, and real results. A consistent format kept it easy to scan, with the benefit in the subject line, the product front and center in the hero, concise supporting copy, and a direct path to shop.
