Client: Cantu
Agency: Show & Tell Creative
Role: Creative Director; Art Director & Copywriter
Photography: Emmanuel Hahn

Cantu hair products have been a favorite among textured hair care consumers for over a decade, but as the natural hair aisle grew, their image was in need of an update to overcome perception of being a legacy brand for previous generations.

Additionally, the account lacked a content strategy, with the majority of content being reposted consumer photos.

Strategy
Shift from a lifestyle-focused content strategy to a product-focused one, and refresh the creative.

Execution
A new brand style guide with a more modern look, new photography and an influencer program to create fresh content. We also shifted from a 20% to a 70%+ product focused content across social media and YouTube.

Results:
200%+ increase in followers on the @cantubeauty page, and a pronounced increase in sales in 2016-2017. Our social media strategy and growth also helped elevate the standing of the brand within the textured hair category from #4 to #2.