From curls to twirls, coils to kinks—curly hair can leave us spiralling, literally. Enter the curlfriends: Super Milk Hair Conditioning Hair Primer and Revive Hair Moisturizer. Whether it’s boosting your bounce on wash day or a mid-morning pick-me-up, Lush’s bathroom besties are there for every twist and turn of your gorgeous locks. The purpose of Curlfriends was to increase the awareness of Lush’s haircare products by showcasing their unique benefits and proven popularity, and also establishing Lush as a leader in the future of haircare.

To amplify the digital popularity of the products and translate this in-store, the design needed to feel digital first. Using a bright vibrant colour palette, relatable text lingo language and emoji style patterns across all our comms.  During the campaign period, we increased total haircare sales by 11% in both retail and digital.

We also designed and launched a vibrant immersive experience for our curly girls at LA’s annual top haircare event Curly Con. We provided a space for guests to network, learn and engage with our products and staff, with product demo’s, a styling station and much more. The event resulted in a 2.2M IG social reach and 1,068 booth visits, it was a success!

Global Art Direction lead, Event space design, Set Design & styling