DTC beauty-tech brand Prose has debuted a new Custom Styling Gel product along with a new digital and out-of-home campaign to get the word out.
“With the launch of our newest product innovation, Custom Styling Gel, it was important that we concurrently debuted a new brand campaign to introduce the product and celebrate our core values at Prose,” said Megan Streeter, CMO of Prose. “Curl Outside the Lines aims to inspire our community to push the boundaries of self-expression, celebrate the individual, and not be held back by conventional beauty standards.”
The Curl Outside the Lines effort stars the brand’s first ambassador and Marvel superhero Lauren Ridloff. “We chose to feature Lauren Ridloff – Curl Advocate and the first Deaf actress to play a Marvel superhero – as our first ever brand ambassador because she authentically embodies our ‘Curl Outside the Lines’ mantra in her everyday life and is an inspiring advocate for expressing individuality, and the freedom to style and experiment,” said Streeter. “We hope that this will help encourage our community to continue using their hair as a form of personal expression.”
In addition to working with Ridloff, Prose has partnered with a diverse network of influencers including a number of curl experts and hairstylists.
The Custom Styling Gel comes in three hold levels –soft, medium, strong– and was designed to fill a gap in the brand’s customer base, which the brand determined was underrepresented in the styling category. “Hair gel is the fastest growing segment in the premium styling market, and we saw an opportunity to introduce the first clean, yet highly efficacious custom multi-use styling gel on the market,” said Streeter. “Prose Custom Styling Gel provides endless versatility of style and adapts to your life, specific to where you live and your personal hair texture. At Prose, we know that no two curls are the same, and we wanted to bring our hyper-custom and clean formulations to curly and coily customers in an innovative, versatile way.”
The campaign is designed to support the brand’s commitment to inclusivity and personalization by “reinforcing Prose’s celebration of all unique personalities, hair types, and expressive freedom,” added Streeter. “As a Certified B Corporation who continues to be recognized as a pioneer of personalization and sustainability within the beauty industry, this latest launch is the first clean styling gel on the market and reiterates the importance of individuality at our core.”
