01
Hair feels
it too.
The strategy
One message: hair feels it too.
All work
one message, a season of campaigns.
- Client
- Xtressé, dermatologist-developed hair care
- What we did
- Strategy, campaign concepts and production
- Where it runs
- Paid social, Instagram and email
The brief
A category nobody had heard of.
A new category, stress-adaptive hair wellness, for the 80 million Americans losing hair who had never heard of it.
The insight
Hair feels it too.
Stress shows up in the hair, and people already sense it.
The idea
Care, not cosmetics.
Talk about it as care, not cosmetics, and prove it in the feed: ten paid hooks, from “This is your sign” to “99 hair stressors”.
Branday found the message, built the campaign ideas around it and produced every piece, with a Brand Manager and Branday OS keeping the brand, the claims and the feedback in one place.
Strategy builds the story. Content shapes the language. Performance refines the results.
The workflow
From the insight to every feed.
One team and Branday OS, from the first insight to the last email.
02
The concepts
Ten ideas, built to test.
03
The system
Brand rules, claims and templates.
04
The production
Photo and film for the message.
05
The scale
Every channel, every month.
The production
Every frame, shot for a message.
Product, ritual, texture and people, each planned around an idea from the strategy and lit in the brand’s own gold. One shoot becomes the library for months of campaigns.
From idea to format
One idea, every format.
Each concept meets its photograph, then the brand’s templates carry it into paid, Instagram, email and retail, with the claims already in place.
- This is your signPaid social
- Break glassPaid social
- Set in rollersInstagram
- Step oneInstagram
- The easiest part of your morningPaid statics
This is your signPaid social
xtresseSponsored
xtresse This is your sign to grow healthier, fuller hair.
Break glassPaid social
xtresseSponsored
xtresse In case of hair-loss emergency: break glass.
Set in rollersInstagram
xtresse
xtresse Strengthens and protects with every wash.
Step oneInstagram
xtresse
xtresse Strengthen the strand. Step one of the Xtressé System.
The easiest part of your morningPaid statics
xtresseSponsored
xtresse The easiest part of your morning.
At scale
At the volume the feed asks for.
Posts, carousels, paid statics, stories and emails: agents carry the volume, a named lead signs off every file, and the results shape the next round.
0Instagram posts in two months
0paid ads across two batches
0email layouts, launch to seasonal
0paid variants made to test
Into the inbox
The same message, in every inbox.
Launch, science, seasonal and patient emails, written to the strategy and built on one modular layout system: 35 layouts so far.
Meet the new Xtressé Wash Care
Patient · Launch
The science behind a stronger wash
Patient · The science
No tricks. Just your daily treat.
Seasonal · Halloween
Volumizing, plus a moisture boost
Patient · Volumizing
Formulated with textured hair in mind
Patient · Textured hair
Volume starts at the root
Product · Volume at the root
1–3 / 6
Films and reels
Films, spots and reels.
TV commercials, paid social and Instagram reels, shot alongside the photography.