KMS California Haircare Global Brand Launch

For their new TameFrizz product line, KMS California needed a comprehensive in-salon marketing campaign that would resonate with salon owners and customers in an international marketplace. They partnered with BCG to tackle the challenge.

We found that despite the geographic diversity, consumer insights were largely similar. Our challenge was to develop a culturally neutral visual system and messaging platform that spoke to the product benefits.

Based on the german concept of Plakativ or Striking, our solution was a bold graphic and type treatment that references the design system of the modernist movement. The program has been successfully received in over 30 countries with high salon adoption rates.

Services Provided

  • Brand Program
  • Product Identity System
  • Product Messaging
  • Product Strategy
  • Copywriting
  • Collateral System
  • Environmental Design
  • Mechanical Production
  • Merchandise Design
  • Signage and Wayfinding