Perfecthair.ch launches "Beauty without limit" campaign
The online store PerfectHair.ch rounds out its brand identity with the tagline «Beauty Without Limits» and, through an emotional campaign, encourages people to unleash the power of their own beauty and overcome the limits in their minds.
According to studies, only 2 to 5 percent of people in Switzerland feel "beautiful". Perfecthair.ch thinks it is high time to change this fact. But what constitutes the beauty of a person? Who is responsible for setting the standard of what is considered beautiful and what is not? And what is the power of beauty? These are the questions addressed by the online store's current campaign. It calls on people to say to themselves and to the whole world: "I am beautiful". Because PerfectHair.ch has long been about much more than "just" hair.
The message is clear: the limits of perception of (one's own) beauty seem to be fixed. In an age of filters and perfect social media photos, professional and gracefully edited glossy images and top model hair blowing in slow motion in TV commercials, many people strive to be just as perfect. What seems to be forgotten is that this sets standards that are impossible for most to achieve.
Beauty is created in our minds
The movement "Beauty without limit" calls for more self-confidence and self-love, to be proud of each of its external features, because it is precisely these that make a person interesting. The current campaign aims to overcome the limits of beauty in one's own mind and make one's own beauty appear in a new light.
Therefore, the protagonists of the new spot are not models or actors, but customers of PerfectHair.ch, who can stand one hundred percent behind the message and have applied via video for participation.
But why does an online store that sells beauty products call on people to also feel naturally beautiful? In the campaign, Perfecthair.ch walks the fine line between the messages "we have the products to feel beautiful or even more beautiful" and "emphasize your naturalness, because you are beautiful just as you are. The protagonists were made up very naturally and staged authentically, and they all bring their own story with them, which is told in addition to the TV and radio campaign via YouTube, website and social media.
PerfectHair.ch puts people in their original beauty at the center of interest with the "Beauty without limit" campaign.
In addition to various TV commercials, print and online ads, the layout of the PerfectHair.ch website is undergoing a makeover. At the same time, the PerfectHair.ch logo is supplemented with the claim "Beauty without limit". With the hashtag #BeautyOhneLimit, PerfectHair.ch is also launching a social media challenge to get a movement going.
Responsible at PerfectHair.ch: Anja Erne (Project Manager), Moritz Schmid (Head of Marketing), Ilaria Convertino, Jennifer Keller, Laura Koch, Deborah Schaller, Sarah Morger, Valeria Camponovo, Sévérine Barilli, (Marketing), Diego Sagarra, Matthias Müller (Co-CEOs). Conception: Matthias Müller, Mattofilms. Advocatus diaboli: Remy Fabrikant (Team Cosmo Agency). Spots: Matthias Müller, Mattofilms (production/concept and direction), Pea Weber (editing). André Schneider (DOP), Joschka Roth (sound), Ljubomir Lukas (photos) from Kameramann.ch, Claudio Sulser (senior editor) and Christian Witschi (grading) from Kamerawerk, Christian Riesen from Riesenmusic (composition and audio branding), Angela Burkart (styling), Katerina Carambellas, Philomena Pfiffner, Alexandra Rindler, Cecile Wenz (hair & make-up).
