Propaganda has delivered Trust, the latest brand building campaign for Cloud Nine, centred on honesty. In a beauty industry full of misleading claims and lofty promises of perfection, simply telling the truth can be a powerful differentiator.
Instead of making false claims, this campaign tackles the elephant in the room: heat styling can damage hair. While many brands offer up unachievably flawless images and false promises of zero damage, Trust cuts through with simple, honest messages like “We aren’t going to lie to you. Heat can damage hair” and “Perfection isn’t a thing.”
Rather than pretending damage doesn’t exist, the campaign highlights Cloud Nine’s belief in kinder styling, and their pressure-reducing technology such as adjustable temperature settings, a Temperature Calculator, Revive Mode® and cushioned Sericite®-infused plates.
Shot with real people, including members of the Cloud Nine team, the campaign creative celebrates healthy, achievable hair rather than unattainable perfection. Extreme close-ups of real hair reinforce the central idea that trust comes from honesty, not exaggeration.
In a category obsessed with impossible standards, Trust shows the power of keeping it real.
