Perhaps one of the most tumultuous and personal relationships many people have is with their hair, and Briogeo is on a mission to empower individuals to celebrate their personal hair journey through a robust 360-degree campaign. The new communication strategy is a culmination of the growth and equity platforms the nine-year-old brand has curated. Sales growth from 2019 to 2021 is estimated to exceed 140 percent.
The campaign is anchored in Briogeo’s mission statement: to empower every person to succeed on their healthy hair journey. The sentiment is echoed in a new anthem, narrated by founder Nancy Twine, which will be presented on the brand’s website and social media channels.
Briogeo gathers insights directly from their client community on a regular basis, which inspired an opportunity to enhance the storytelling of its mission in new and creative ways. Ultimately, the goal of the campaign is to make consumers feel a deeper emotional connection with the brand. By offering a diverse range of formulas, the brand has always celebrated inclusive beauty and encouraged every person—no matter their hair type, hair texture, background, or ethnicity—to showcase their authentic self with confidence and to thrive along their healthy hair journey. This is even reflected in the brand’s name: brio is Italian meaning “vibrant and full of life,” which signifies individuality and diversity, while geo is a Latin word meaning “of earth and nature,” which represents their naturally derived formulas.
The campaign kicks off August 23 with a hero launch video, followed by a series spotlighting authentic, unscripted stories, streamed across all digital touchpoints. The emotional stories are anchored in building confidence while embracing what makes individuals special, from the acceptance of hair heritage to defying expectations and stereotypes. In addition to the videos, Briogeo has drawn on its diverse ambassador community to create educational hair tutorials, further enhancing representation throughout their owned channels.
Furthermore, Briogeo has refreshed its website with an updated homepage; multiple interior pages have been added to reflect the dynamics of the campaign as well as the brand’s founding story, unique points of difference, efforts around sustainability and commitments to diversity and inclusion. To maintain the immersive brand experience offline, they’ve redesigned their e-commerce packaging, and campaign images will be brought to life online via visual merchandising within Sephora and Ulta Beauty.