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OVERTONE 

Overtone is a natural ingredient, hair-healthy hair color brand with a dozens of vibrant hues to choose from.
 

Art Direction: Sam Fowler and Emily Delius
Copywriting: Joe Fulmore and Nick Beussink


REDEFINE EARTH TONES

 

True story: when I told my mom I was doing this campaign she said

"don't dye your hair any
unnatural color".


That got us thinking about "earth tones" and questioning why we think of natural colors as 50 shades of brown when the earth is bursting with color. This campaign redefines earth tones and challenges the phrase "unnatural" when it comes to hair color.

#FindYourTone would be used to encourage finding your color match with nature. Will it be turquoise like the sea, magenta as a pink hibiscus, or orange like a monarch butterfly?


SOCIAL CONTENT

 


Product Shots

 

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One with Nature

 


Natural Color Palettes
 

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NAME THE KIT

 

The colors would be presented on social separately, where followers would send in name suggestions for the kit of dyes. The winner would get the kit for free, along with credit for naming the trio.
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The King Protea Kit
The Northern Aurora Kit
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