Cream Silk: Dynamic audio campaign

Cream Silk launched a new 'Treatment' product line in recognition of the importance of meeting the changing needs of consumers and cater to the growing demand for hair treatments in the Philippines.

Campaign details

Agency: Mindshare PhilippinesRegion: APAC

Strategy

Objective

The hair category has witnessed significant growth in recent years, with the 'Treatment' segment emerging as the fastest-growing within the category. Consumers grew increasingly mindful of the damage caused by salon services and were now seeking "heavy-duty" hair care solutions. Cream Silk recognized the importance of developing solutions to meet the changing needs of consumers and therefore launched a new product line to cater to the growing demand for 'Treatments.'

Target Audience

This was the first campaign for the Cream Silk 'Treatment' product line. Previous product launch campaigns within...

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