Prose’s Head of Creative on Crafting the DTC Haircare Brand’s First-Ever National Campaign

While there are many haircare products out there that cater to some of our hair needs (and frustrations), there are few that can check off all the boxes. Enter Prose. We sat down with Rashi Birla, VP of Brand and Creative at the direct-to-consumer hair care brand, to hear her approach to their firstever national brand campaign launching this month and serving as a key pillar in the challenger brand’s overall vision. Read on to find out more about Rashi’s creative work on the campaign along with why she started working with Prose, how her creativity has been impacted by motherhood, and what she recommends to today’s aspiring creatives. 

Why did you decide to work with Prose?  

When I first met Prose’s co-founders, I immediately knew I shared their vision and belief that brands need to go beyond offering consumers a so-so product in shiny wrapping. I wanted to help bring a truly effective and personalized product to consumers that would give them their best hair. I was also blown away by the vision to use the Prose brand as “a force for good”a brand that would be sustainable, give back to the environment and support local communities.  

How did you come up with the concept for Prose’s firstever national brand campaign?  

The concept was a partnership with our incredible creative agency, Red Antler (they created Prose’s original branding). As this is our first 360 campaign, we wanted to achieve two things: 1) explain how Prose’s personalized hair care offering works and 2) highlight how Prose is setting a new beauty standard by rejecting the limited options of mass haircare and celebrating the hyper-individualized possibility of truly personalized products, while educating consumers that “no one has hair exactly like yours.” This mindset really served as the driving motivation behind the campaign.  

On the creative front, we are introducing the brand to a large, national audience so we wanted to make sure consumers understand Prose [is] a brand that is backed by product performance, developed by experts, and a luxurious experience. We needed to make sure those brand pillars came through in the creative. 

You were also behind the creative for another Challenger brand we have featured in the past – Recess! What is something you strive to convey in your designs? 

“In the end, I want the Prose product to cut through any design ‘noise’ and really speak for itself.”

I have always believed in design that is simple, understated, and conveys a feeling. And of course, being aesthetically pleasing doesn’t hurt! This is the same mindset that I strive to apply to Prose’s creative. In the end, I want the Prose product to cut through any design “noise” and really speak for itself. I believe in designing for different mediums, so while our website design, custom bottle labels, and packaging take a more minimalistic approach, we give ourselves more creative freedom with the art direction, special landing pages, and content creation.

 

How are you thinking about Prose’ long-term creative strategy and what the ecosystem looks like post-pandemic? 

When the pandemic first hit, it was important for us to take a step back and ask our customers what they wanted to see from the brand. We started to offer content that was much less branded. It wasn’t a time to push our own agenda. We were diligent about making sure that every [communication] that went out was visually and verbally empathetic.  

From a long-term strategy perspective, we’ve built a multi-faceted brand and we have the ability to flex different aspects of the brand that will help us continue to be agile when it comes to our creative and external communications. I think consumers are going to expect this of us, and all brands, moving forward. We continue to push diversity and inclusivity across all of our marketing channels. We now have the tools and experience to approach cultural topics with a heightened level of empathy and timeliness. Through this new lens, we will continue to be a source of inspiration and education for our customers.  

Luz Corona is the community content manager at Adweek, curating trends, tips and advice from top brand leaders to help marketers grow.
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