THE BRIEF :  To communicate the superiority of Preference in a fresh, compelling and relevant way.

SOLUTION :  When it comes to haircolor, women don’t see the difference between one brand and another. This campaign focuses on the unique craftmanship that makes Preference haircolor so special and so beautiful. The many subtleties in each shade are the reason that no other haircolor compares to Preference and why it is truly deserving of the name Superior Preference. 

PREFERENCE HAIRCOLOR CRAFTIER : Digital platform allowing consumers to, for the first time, discover, learn, play and mix-up their own color at our color craftier. A colorful and delightfully educational process to see all that goes into the creation of one shade and the story behind its creation.

CREATIVE ACD, Art Director: Theresa Linares
CD, Writer: Linda Phillips
DIRECTOR Peter Lindbergh
PHOTOGRAPHER Peter Lindbergh