P&G

In China, Procter & Gamble’s Wella brand was launching a new line of professional products, allowing stylists to blend “custom elixers” to personalize the treatment of each customer’s hair. It was a revolutionary product, but a complicated message. Barker DZP simplified the communication with a branded graphic design using two products and a plus sign. Along with the headline, “Because no two women are alike,” the graphic made it clear that the product was customized for each woman. The ad ran in both English and Chinese, and was backed by an agency-designed advertorial.