Dyson briefed Are Media to create a campaign that built awareness of 'Hair Science' to overcome the premium price point as a barrier to purchase. Dyson invested $100 million (and over four years) into studying hair science and the challenge was to communicate the research findings in a compelling, educational and engaging way for our audience.
A co-branded visual story advertorial focusing on Hair Science showcasing the technology and science behind the Dyson Supersonic hair dryer and taking a closer look at its impressive functions.
|HOW TO IDENTIFY HAIR DAMAGE||DAMAGE: TO THE EXTREME|
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In addition to the digital content, a three page print execution appeared in both ELLE and Harper's BAZAAR magazines.