INSPIRATION: Curly hair is known to be difficult and expensive to upkeep. Not anymore. Aussie Miracle Curls products get you through any curly girl challenge.
INSIGHT: From trying her hand at 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.
We found Gen-Z influencers who are known for rocking their natural curls, and turned them into Curl Power heroes.
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.
We worked with her to bring
our heroes’ real stories of Curl Power to life.
When The Lioness was younger, she felt she didn’t fit in because of her hair. Until, she realized - her unique hair was her strength.
Now, she advocates for embracing your natural beauty and is proud of her lion-like mane.
Vibe Queen loves to express herself, whether it’s singing, dancing or sharing on social media. It’s how she transfers good vibes.
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. She realized, her hair is her decision.
After embracing her natural curls, she booked a role.
When Dream Defender was in college, her advisor thought she should pick one career path - business school or beauty blogging.
Thanks to her confidence, inspired by her curl crown, she did both. Now, she has her own beauty line.
Ava embodies the curly-haired Gen Z consumer, and she was created to de-bunk the myth that curly girls should straighten their hair for a job interview.
Ava arrives fully prepared with her curls poppin’ and lands the job.
The Curl Power comics ran as print ads and took over Aussie’s social channels. The Vibe Queen comic strip even ran in the comic section of the L.A. Times.
The comic covers became outdoor ads, which ran right outside of BeautyCon.
Our heroes were featured on movie posters in L.A. theaters.
In order for every girl to express her Curl Power, we made a custom Snapchat filter.
We worked with the PR agency to bring the campaign to life at BeautyCon. The Curl Power universe started outside with photo-worthy sidewalk art. Inside, you could meet the curly-hired heroes, sample products and take your own comic-inspired photo strip.
