_19. FABRIC HAIR - PERLA

98% of women condition their hair every time they wash it. But only 2% of women condition their clothes with fabric softener, whenever they do a load of washing.

Our solution was to get women to see that using Perla fabric softener creates healthier,
longer lasting and stronger fabrics, just like conditioner does to hair.

We created a campaign that looked like a stunning shampoo and conditioner ad, but replace each model’s hair, with stunning, silky smooth and flowing fabrics. With the help of a fashion photographer, high end models and a luxury wardrobe, we treated this fabric softener campaign like a big budget hair care campaign. Including wind machines, stylists, make up artists and lighting more suited to a luxury
fashion photo shoot for a beauty brand.