In order to graduate from my Master's Program, we were tasked with finding a problem and creating a solution. Our problem could be anything advertising related and our solution allowed us to use everything we had learned in our three semesters at BU to solve it. My project focused on fixing a gap in the hair industry and creating a portable, retractable and cordless solution for Shark Beauty to adapt.
Objective
Increase awareness of Shark Beauty’s new product: PocketFlex.
Advantage
Shark has been a household name for innovative technology and is a key player to adapting to consumers hair needs at an affordable price
Human Truth: The majority of hair problems happen when you are out compared to when you are getting ready.
Industry Truth: The industry only creates products and advertisements that tell you how to get ready, not how to keep you looking ready.
Hard Truth: Women have the most confidence when they leave the house, but they need it more when they are already out.
Main Idea
Want a solution to your midday hair? Shark Beauty’s new PocketFlex offers you a portable, retractable, and cordless solution that fits seamlessly in your bag.
Key Message
Make your mid-day hair, your biggest Flex.
Main Insight
When your hair falls flat, so does your confidence.
Flex your midday hair
Phase 1: Teaser
Phase 2: Release on Social and Contextual OOH
Phase 3: Experiential “Pocket-Flex Tunnel”
Client: Shark Beauty
Final Capstone Student Work