Our challenge was to raise Curl Consciousness and reach out to our community of curly clients (who have been straightening their hair since the day they could). We achieved this through curl-centric campaign material and events in our Network Salons: the oversized Post-its for “curlified” backdrops, wallpaper, floor covering; the buttons, tattoos, bandanas (as scarves), bags and T-shirts, to be worn and carried in solidarity; and the Curl Manifesto, a rallying cry to the naturally curl-endowed to throw out their flat irons and embrace the unstraight.

This is such a complete, unique, cohesive package.