Role
Account Manager
Client
göt2b
Ask
Drive trial of göt2b bold hair color amongst Gen Z, by convincing shoppers that embracing bold color is the best way to be naturally themselves.
Human Truth
For Gen Z, hair isn't about aesthetics, it's a language. Bold color is how they signal who they are and attract the people who truly see them.
​
Strategy
We repositioned göt2b Color Remix from a product on the shelf to a tool for self-expression. By centering the "Outward Innovators" persona, we gave Gen Z consumers a brand that doesn't just understand them, it speaks for them. ​
got2b Situation Analysis
Detective Research Work
We moved beyond surface-level data by scouring Mintel reports and conducting in-depth interviews. Through projective techniques and in-depth consumer interviews, we identified the friction between Gen Z and bold hair color: while this generation dreams of using color as self-expression, they're held back by a lack of confidence and the fear of getting it wrong.​
Bold Hair as Identity
Gen Z doesn't just want their hair to look good — they want it to say something. Bold hair is a social signal, a shorthand for finding your people before you say a single word.​
Outward Innovators
We identified our core audience as Outward Innovators: 18–29-year-olds who see their hair as an outward expression of their identity and need a product that does the talking for them. Their preference for authenticity extends into every product they buy and every person they're drawn to, they value real connection across all areas of their lives.​
Consumer Journey
göt2b doesn't just reach the Outward Innovator, it moves with them. From the first TikTok that sparks the idea, to the quiz that names their shade, to the moment they share their transformation online, every touchpoint is designed to deepen the feeling that this brand actually gets them.​
Execution Roadmap
göt2b has an opportunity to strengthen its co-creator concept — positioning them as real people rather than influencers to build genuine connection with consumers and the community. Paired with a personality quiz that matches consumers to a color that embodies their values, similar to how people gravitate toward a zodiac sign because it names something true about them, and #Göt2bSeen, a hashtag that unites consumers by letting them share their transformation and be seen by others who get it, every activation is designed to deepen the feeling that this brand actually understands you.​
The Unspoken Language
This campaign solidified my interest in human-first strategy and research. By uncovering the insight that bold hair color uses an unspoken language to attract people who truly see you, we transformed a legacy beauty brand into a partner for self-expression, and it confirmed that advocating for the consumer story is exactly the kind of work I want to keep doing.​
FULL PRESENTATION HERE
In Collaboration With
Maren DeMargel ​, Parker Carley, Emily Burns, Jae Green , Caroline Lovell , Maren Haynes , Abby Brown