Bringing professional expertise to the world, at home.
Who has never dreamed of having their own hairdresser? It's now possible with Rowenta's Ultimate Experience line. To reveal this unprecedented premium positioning, the brand wanted films that could embody elegance, performance and care at the same time. Outstanding products deserve exceptional movies. Our mission: to translate all its sophistication.
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Rowenta wanted to reposition its hair care range on a more upscale territory with Ultimate Experience. A line that promises “all the expertise of a hairdresser, at any time, at home”. A strategic turning point for the brand, which needed to appeal to a demanding public, already accustomed to luxury standards.
Objectives
Establishing this new premium territory while promoting the technological benefits of Scalp Care Dryer and Air Curler products. The challenge: reconciling demonstrative efficiency and visual emotion.
The idea.
Transpose the salon experience into a glamorous and fashion universe.
A sculpted light to enhance the hair, a fluid rhythm to translate the perfect gesture, and an actress's direction designed to evoke confidence and natural sensuality.
Two main movies carried by Miss Spain 2000: Helen Lindes Griffiths. Each plan tells the promise of accessible luxury: professional perfection at home.
Results.
A strengthened premium brand image: Rowenta is becoming more desirable.
International distribution: increased visibility on European markets.
The return Without detours
Well let's face it... It is Top !
💪🏻 bravo The Team!!!
Thanks again for your quality work and your professionalism !
Honestly, it's rare to work with Such professional people !
The genesis.
The idea was not just to show a product, but a sensation.
Material, light, detail... We drew on luxury codes to create a visual language consistent with major beauty brands, while maintaining the technological rigor specific to Rowenta.
Our approach: to make the film both engaging and demonstrative, so that the performance of the product is perceived without discourse.
Solutions.
Two commercial spots have been produced, completed by 4 product tutorials and 4 social media tablets.
Each format was for a specific purpose: inspiration, demonstration, or commitment. We have designed a complete international system, for simultaneous broadcasting in France, Spain, United Kingdom and Russia.
Particular care was taken in the photo direction: skin and hair textures, reflections, contrasts...
Everything contributes to promoting the material and placing Rowenta in the “accessible luxury” category.
Making of.
Our other achievements.
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