Select was tasked with helping to launch Clairol Professional’s new line, Flare Me Dark. Flare Me Dark was concepted as a sister line to Flare Me Light, and targeted those with darker hair. Select shot, produced, and created assets around the campaign.

After testing, however, Clairol was finding that consumers were having difficulties understanding the differentiation between Flare Me Dark and Light. The brand tasked us with coming up with a targeted media buy that would help educate the consumers on the difference between the two, and move them to purchase.