The Charles Group partnered with Aveda to drive product launches and brand campaigns across global social and digital channels, including YouTube, Meta, and TikTok. For the launch of NEW Invati Ultra Advanced™, we developed a global paid media digital campaign centered on three strategic pillars: awareness, consideration, and conversion. Our creative approach included a diverse range of assets, from high-fidelity content to Lo-Fi content—where we crafted platform-native assets tailored to each format, using native typography and layouts to highlight regimens and before-and-after results.

CREDITS
Agency: The Charles Group

Creative Direction: Samantha Edwards
Art/Design Direction: Sydney Shaffer
Lead Design: Zoë Kidwell
Graphic/Motion Design: Juyeon Kang, Sarah Collins

To refresh and revitalize Aveda’s classic Nutriplenish™ haircare collection on global social channels, we developed a distinctive design style and tone that aligned with the product line’s essence. Our social assets featured dynamic typography, music, and motion graphics, seamlessly integrated with compelling product benefits and statistics to drive impact and engagement.

Product Ingredients

CREDITS

Agency: The Charles Group
Creative Direction: Samantha Edwards
Art/Design Direction: Ashley Beard
Lead Design: Sophie Yang
Graphic/Motion Design: Juyeon Kang