From the creators of Afro Love comes Curly Love, a brand of cosmetic products formulated specifically for curly hair. After defining our target audience and its unique differentiator, we developed the concept- “The Curl Revolution” inspired by the groovy aesthetics of the 60s. This concept brought the brand’s visual identity to life, portraying a revolution that transforms the world through attitude, personality, and a touch of humor. Included in the packaging system where it featured playful hair care slogans like “Make Curls Not War” and “One For All, All For Curls” prominently on the front.

We executed a comprehensive launch campaign that included social media strategies. We crafted a distinctive visual mood for the brand, utilizing vibrant colors and bold graphics to capture the energy and dynamism of the curl revolution.

Accompanied by a photographic style evocative of the era, adding a magical touch to the aesthetics. The campaign also included collaborations with influencers and brand ambassadors who shared their experiences and tips on curly hair care.

The launch campaign for Curly Love was a resounding success. The brand quickly captured market attention and established itself as a leader in curly hair care. Combining a bold visual identity and a well-executed marketing strategy enabled Curly Love to build a loyal customer base and expand rapidly in the market, achieving the fastest international growth among all the HK Cosmetics products.

Those who embrace their natural curls make a statement, so it was only fitting that @curlylove_rd makes a statement on each bottle with a unique phrase.