The Deliverables
Product Knowledge
Introducing Curl Manifesto
Packed with fine ingredients like manuka honey and ceramides, the Curl Manifesto range is a modular solution to the unique needs of curly hair. Curly hair tends to be dry and brittle, but most nurturing hair products break up the curl pattern. Curl Manifesto product copy answers to the desire for intense hydration without weight, leading to nourished, defined curls that resist frizz.
Editorial Content
All About Curls
Education around curl care is crucial to the success of Curl Manifesto. Many consumers do not know what their curly hair needs to thrive beautifully. With a focus on curl type (the shape of the curl and its tightness) consumers can learn more about the nature and structure of their hair and discover exactly which product combination will produce the best results.
Press Kit
Destined for Greatness
More than for any other hair care line, the messaging around Curl Manifesto had to be just right. Political considerations, compounded by the special expertise required for curly hair, made this a crucial moment in the history of the Kérastase heritage. We collaborated on content a 12-page document that introduced every aspect of Curl Manifesto, including the culture and science behind its creation.