Schwarzkopf direct mail case study

Schwarzkopf asked Tribal DDB to design a campaign to market its new colour-restoration product to men with greying hair.

The agency focused on the product benefit by visibly illustrating the process in the letter itself. The text started off barely legible and gradually got darker to become a strong black by the end to give a clear visual indication of how the product worked in practice.

This simple but effective demonstration produced a mailing response rate of 9.4% – and a resounding customer endorsement.