Briogeo Launches 360-Degree Brand Campaign - HAPPI - happi.com

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Global hair care leader Briogeo announces its launch of a new 360-degree brand campaign. This dynamic and educational communication platform will amplify Briogeo's core mission “to empower every person to succeed on their healthy hair journey” by equipping each customer with the tools, resources, and knowledge needed to achieve a confident connection with their hair.

 

"From the beginning, Briogeo has been rooted in an innovation-first approach to brand marketing," says CEO Nancy Twine. "We have always focused on product development and the communication of our clean, proprietary, and truly effective formulas."

 

In addition to a deep focus on product innovation, Briogeo has always celebrated inclusive beauty. It strives to provide the products, tools, and resources to support its community so every person—no matter their hair type, hair texture, background, or ethnicity—can showcase their authentic selves with confidence and thrive along their healthy hair journey. These aspects are ingrained in Briogeo as a brand and ultimately inspired the brand name: brio is an Italian word meaning "vibrant and full of life," which honors individuality and diversity, while geo is a Latin word meaning "of earth and nature," which represents their naturally derived, nourishing formulas.

 

Through the new campaign, the brand showcases diverse, authentic and emotionally impactful stories, each of which addresses and celebrates the uniqueness of every individual. Consumers will see the brand's hero launch video (see below), as well as additional unscripted, authentic testimonials streaming on all touch points—each story features a personal healthy hair journey, creating a series that's rooted in building confidence while embracing what makes each person unique. Briogeo has also tapped into its diverse ambassador community to create educational hair tutorials, further enhancing representation throughout their channels.

 

Also part of the new launch are new educational resources and programs. The brand's first-to-market, complimentary hair and scalp consultations are virtual one-on-one sessions in which each client is paired with a Briogeo Healthy Hair Mentor who provides personalized hair and scalp recommendations, plus customized product routines and how-to's to target their specific needs.

 

For clients who prefer to read and learn, Briogeo has also updated and optimized their ever-growing blog. Content now includes video tutorials, plus educational articles catalogued by the top six hair concerns; Briogeo identified these categories via client research drawn from their proprietary online hair quiz. Additionally, every purchase from Briogeo.com now comes with a Healthy Hair Guide – a physical, on-brand teaching tool that includes pro tips and tricks from Twine.

Briogeo has also revamped its website with an updated homepage and new interior pages to bring the campaign to life. Consumers can read more about the brand's founding story, their unique points of difference, ramped up sustainability efforts, and ongoing commitments to diversity and inclusion. 

 

To bring this brand experience full circle offline as well, Briogeo has redesigned its e-commerce packaging and campaign images to be brought to life online via visual merchandising within Sephora and Ulta.

 

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Briogeo Launches 360-Degree Brand Campaign - HAPPI - happi.com
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