Kérastase Brand Voice Strategy and Global Style Guide
To leverage its towering heritage and enduring cult status, luxury hair care giant Kérastase needed a comprehensive brand voice strategy and intensive global style guide to govern communications across all platforms and touchpoints. The voice needed to reflect the brand's new definition of luxury as a bespoke endeavor and capture the spirit of its tag line, "Very Personal Care For Exceptional Hair."
I developed a formula for a consistent brand voice that remains undeniably chic while imparting warmth, personal charm and French-woman cool. The style guide, to be followed internally by anyone communicating for Kérastase worldwide, includes an in-depth brand voice description, as well as a detailed set of specific directives for tone, syntax and social media interactions. I applied the formula to copy for a number of Kérastase projects, from product launches, digital campaigns and print books to ongoing social media content.
- Project Roles
- Content, Copywriting, Editorial
- Books, Social Media Copy, Websites
- Project Industries