INSPIRATION: Curly hair can be difficult to upkeep, but the Aussie Miracle Curls collection will get you through any curly girl challenge.

INSIGHT: From trying a new skill to starting her own business, Gen-Z girls have goals to conquer and obstacles to vanquish. Aussie is her trusted sidekick to make sure mastering her curls doesn’t get in the way.

IDEA: Aussie enhances your unique power with Curl Power.

 

Using a comic book look and feel, we wanted to stand out from your average hair campaign.

 

We found Gen-Z influencers known for rocking their natural curls, and turned them into Curl Power heroes.

We worked with Jen Bartel to bring their real stories of Curl Power to life.

Jen Bartel is an illustrator and comic artist who specializes in drawing strong girls and women. She’s best known for her work with Marvel Comics and has won awards for her cover art.

 

When The Lioness was younger, she felt she didn’t fit in because of her hair. Until, she realized - her unique lion-like mane was her strength.

 

Vibe Queen transfers good vibes by expressing herself on social media. With the stress of college finals, her curls help her remember who she is to keep sharing those positive vibes.

 

Radiant Star is an aspiring actress who felt she needed to straighten her hair to get parts. After embracing her natural curls, she booked a role.

 

Dream Defender was advised to pick between her dreams - business school or beauty blogging. Thanks to her confidence, inspired by her curl crown, she did both.

 

Ava was created to de-bunk a common myth: curly girls should straighten their hair for an interview. Ava arrives fully prepared with her curls popping, and lands the job.

 
 

The Vibe Queen comic strip ran in the comic section of the L.A. Times.
Print ads ran in pop culture pubs next to hair-related editorials.

 
 
 

Our heroes were even featured on movie posters in L.A. theaters.

 
 
 

In order for every girl to express her Curl Power, we made a custom Snapchat filter.

 

Outdoor ads ran across the street from BeautyCon, leading up to the big event.

 
 
 

We brought the Curl Power universe to life at BeautyCon, from photo-worthy sidewalk art to meeting the curly-haired heroes, product sampling, and a comic-inspired photo booth.