First meeting with Sephora—a start-up gets all store distribution. HerCut. For the first time ever, haircare for your hair cut; the pixie, shag, blunt, bob, curly bob, long layers, long curly—designed to make the most of your hair’s best intentions. When presented with a unique idea for hair, it requires a new, distinctive, bold brand strategy. Meet Allura, Tuesday, Zoe, Simone and Evie, animated hair buddies with lives (and hair) we imagined and brought to life. They dance to Feel Good, their very own song we had written; they have likes, dislikes, musings, night lives, work lives. The gaggle is fun, witty and aspirational and were unleashed to talk hair in a dynamic online social network community as a key pillar in the brand’s construct.