The Background

Herbal Essences, the iconic haircare brand, wanted to establish its natural roots with a new partnership with Kew. The brand has always been known for its unforgettable advertising. But this was our opportunity to transition from the famously cheeky advertising of the 90’s and 00’s to a more grown up reflection of this sassy, empowering and naturally conscious haircare brand.

The botanicals in Herbal Essences bio:renew are proven to transform not just your hair, but your attitude. So we wanted to show how unleashing Mama Nature’s secrets gives you hair you want to flaunt.

The Work

The aim was to reintroduce Herbal Essences original natural roots in a cut-through way - without losing the brand’s iconic sense of sass and fun. Bringing back the in-shower moment with a vengeance, but this time updated for our natural-conscious consumer.

The ad centres around the proven power of badass botanicals to transform your hair and your attitude - set to an uplifting botanically based music video. In it our heroine lets loose in a moment of Herbal Essences botanical bliss, in the middle of the Palm House at Kew Gardens, and it leaves her feeling completely revived. This fierce attitude is carried through to the print and social assets, with a fully integrated campaign across the UK and Europe. 

The campaign reinvigorated the brand and proved to be Herbal's most successful copy for over 5 years.