Franck Provost n’a pas peur de bousculer les codes en proposant une nouvelle campagne qui interpelle. Elle met en scène une femme française provocante et sûre d’elle en s’appuyant sur les chiffres clés de notre secteur.
Quoi ?! Seulement 22 % des Françaises se trouvent jolies (étude IFOP pour Naturavox réalisée en 2019). Franck Provost a bien décidé de nous redonner le moral en rappelant l’image glamour de la femme française reconnue à travers le monde. La marque nous offre une nouvelle identité clairement féministe qui pousse la femme vers le haut et redonne le moral. On adore cette idée de plaquer sur les visuels de collection ces exergues qui font réagir et qui donnent une nouvelle image à la marque plus proche des clientes et de leurs coiffeurs. De l’humour, une pointe de provocation, pour un regard authentique sur notre société.
Autres chiffres parmi ceux mentionnés par Franck Provost et que nous avions envie de faire sortir du lot : « 9 Français sur 10 considèrent leur coiffeur comme un commerçant de proximité indispensable à leur quotidien et 3 Français sur 5 estiment que le métier de coiffeur incarne un véritable savoir-faire national qui nécessite une expertise à part entière. » De quoi redonner confiance et passer l’été sous les meilleurs auspices.
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