Madison Reed Root Perfection Launch

Role

Art Director

Responsibilities

Video Art Direction and Post Production
Creative Strategy
Campaign and Design Direction
Photo Art Direction

Team

Sr Designer
Creative Director

The Challenge

Gray regrowth is one of the most common frustrations for hair color customers between salon visits. With Root Perfection, Madison Reed introduced a first-of-its-kind, ammonia-free solution designed to deliver 100% gray coverage in just 10 minutes. The challenge was to launch a new product that clearly communicated its speed, efficacy, and ease of use - while reinforcing Madison Reed’s leadership in innovative, at-home hair color solutions.

The Solution

We built the campaign around a simple promise: fast, effortless root coverage that extends the life of your color. Creative focused on bold, benefit-driven storytelling that highlighted the product’s speed, convenience, and salon-quality results. The campaign rolled out across ecommerce, social, retail, and brand channels to introduce Root Perfection as a quick, confidence-boosting solution for in-between color moments.

The Impact

Root Perfection quickly became Madison Reed’s largest product launch of 2022. In its first week alone, the campaign drove 13% higher sales than forecasted, validating strong customer demand for a fast, effective gray coverage solution and further strengthening the brand’s leadership in at-home hair color innovation.