Shades EQ was heralded as the first semi-permanent hair color that actually improved the strength and condition of hair. In a straightforward approach that empahsized color and hair (in that order) this print execution mirrored an infomercial that was aired during the same period. Among other things, I created the tag/headline: Hair Color That Think¹s It¹s A Condition. This tag is still used. Shades EQ persists as a market leader in its category.
Role: Copywriter, In-House Creative, Director of European Marketing