Clairol’s nice’n easy social reboot: empowering, relatable, fresh

Clairol Nice’n Easy needed a reset, something modern, honest and actually social, not “TV repackaged for TikTok.” What began as a small Channel 4 sponsorship turned into a full-on social reinvention.

In eight weeks, we built a 360° world under one roof: strategy, creative, production, well-known talent, influencers, the lot. We introduced the line “Natural Isn’t Just Born, It’s Chosen”, empowering people to celebrate their dyed hair through relatable, culture-first content. This came to life across 40+ assets spanning TikTok, DOOH and social.

The payoff? A fast, cohesive campaign that delivered a +40% Amazon sales uplift and a brand that suddenly felt… seen.

all things: making content that empowers