Montibello Denuée

Launch campaign for Denuée, the first ammonia-free water-based hair colour.

Objective

Montibello commissioned us with the launch campaign for the first ammonia-free, water-based colour: a product introducing water as the colouring base, replacing oil. A new category in professional hair cosmetics that asked for a visual reflecting that component while remaining elegant and sophisticated.

Idea

For the campaign key visual, with a casting of 5 models, the protagonist was the fundamental element of the product's innovation: water, a perfect metaphor for purity and ecology. Glass and plants also featured, for the mineral and botanical extracts present in the product.

Implementation

Infographics and other key visuals were produced around the product's technology components: glycols and the Aquagel technology.