As part of the campaign development and strategy, I conceptualized distinct, authentic archetypes that reflected the diverse ways consumers engage with protective styles—ensuring each persona felt both relatable and aspirational. These archetypes were thoughtfully paired with products from the new Dark & Lovely Protective Styles line, reinforcing the idea that every hair journey is unique and deserves tailored care. I carried this strategy through every stage of execution, from casting talent that embodied these personas to shaping the campaign storyline in a way that felt deeply personal and solution-driven. Beyond the hero campaign, I extended these archetypes into the social assets I designed, creating a seamless, multi-platform narrative that continued to engage and resonate with our audience.