Not Your Mother’s was doing well providing high-quality, salon inspired products at affordable prices, however, there was still room for significant growth. Beyond just providing great products, NYM had to establish itself as an innovative brand that resonated with younger consumers in an evolving market. 

Driving awareness among this new, younger audience while staying true to the brand’s roots was critical. The first step was to reestablish the brand equity, the values, purpose, character, tone of voice and truly understand the consumer purchase barriers. Second, a new, innovative product pipeline was established to meet the new needs of younger consumers. Then the visual identity needed to be modernized in order to drive stronger awareness. This led to the creation of the “Live Your Hair’s Best Life” campaign. 

The campaign leveraged real NYM consumers as models featuring their everyday hair challenges and the real solutions they found with NYM products. The genuine connection proved to be powerful. The campaign which launched across TV, CTV, Digital and Social  highlighted the different product lines bringing visibility to the various haircare needs the products met. 

This fresh branding approach, new product pipeline and holistic campaign did more than just update the NYM look. It sparked huge lifts in awareness, purchase intent and sales as well as developing a younger, more loyal community.