AUCKLAND, Today: Rodney Wayne’s latest campaign is making the case that a salon visit is about much more than a new hairstyle, it’s also about lifting confidence.
Created by Lach & Friends, Your Way To Shine is built on a simple idea: confidence starts with how you see yourself and how you show up in the world.
Rather than pushing one definition of beauty, the campaign leans into the idea that everyone’s way to shine looks a little different.
“When we started working on this campaign, we kept coming back to the truth that confidence manifests itself differently for each of us, and so does the idea of beautiful hair,” says Lachlan McPherson, founder of Lach & Friends.
“Our stylists don’t just colour hair, they help people find their unique beauty. When you find your way to healthy, beautiful hair, you find your way to confidence.” – Julie Evans, CEO of Rodney Wayne
“Rodney Wayne has always stood for bringing out the best in each individual, so we wanted the campaign to feel the same: inspiring, genuinely inclusive and authentic, and accompanied by personal, handwritten expressions of how the new look made each model feel.”
Each look in the campaign was shaped through direct consultation with the model, reflecting the same personalised approach Rodney Wayne takes in salon every day.
Julie Evans, CEO of Rodney Wayne, says the campaign captures what the brand sees happening across its salons on a daily basis.
“Our stylists don’t just colour hair, they help people find their unique beauty. When you find your way to healthy, beautiful hair, you find your way to confidence.”
Your Way To Shine is now rolling out across digital and out-of-home media around New Zealand.
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