The challenge

"Click · Choose · Shine" combines in-salon appointments, the discovery of professional products, and personalised expert advice. The challenge was to translate this multi-faceted offering into a single video that is both human and immediately understandable, without reducing the platform to a simple list of features.

The approach

We built the narrative as a progression rather than three distinct messages. It starts with a familiar question about hair care, moves towards the confidence that comes with a salon visit and the selection of professional products, and then culminates in the HairBeautyPass, which bridges personal needs with expert advice.

The creative direction remained warm, dynamic, and accessible: professional expertise without a clinical or exclusive tone. This made it possible to use the concept both for a longer brand story and for short-form hero content.

A bilingual voice actor recorded both the Dutch and French versions, ensuring efficient language work and a consistent tone throughout the campaign.

The work

The main 60-second spot is the hero piece of this campaign. Every B2C and cutdown version was made in both Dutch and French. A 25-second cut-down commercial delivers the same message on paid media, while the "CLICK", "CHOOSE", and "SHINE" campaigns each have their own video assets in Dutch and French.

Alongside the B2C work, a dedicated B2B version targets professionals considering joining the HairBeautyHub network. For social media, the message was tailored to each platform: a link in bio for Instagram, and direct links to HairBeautyHub for Facebook. This supporting content kept the campaign language consistent while giving every customer action its own moment.