CLOUD NINE

The kinder we are to our hair the stronger it becomes.

Consultancy services

Cloud Nine launched to offer a true alternative to the category leader in heated styling tools. While the products delivered, the brand wasn’t cutting through. Our Brand Discovery™ revealed the opportunity to reposition Cloud Nine around a powerful new proposition: Strength + Kindness – because the kinder we are to our hair, the stronger it becomes.

We refreshed the brand identity, tone, and creative direction to make Cloud Nine’s Revive Mode®, variable heat control and hair health benefits the hero. This new positioning informed an integrated, seven-figure campaign, including Cloud Nine’s biggest ever TV partnership with Channel 4, and took the brand above the line.

The ‘Beyond Words’ TV commercial and co-branded Channel 4 content brought Cloud Nine’s new purpose to life, reigniting salon advocacy, driving consumer reappraisal, and setting Cloud Nine on course for long-term brand growth.

Testimonial

Martin Rae

Founder

Cloud Nine has always had the product to rival the category leader; now we have the brand to match. ‘Strength + Kindness’ gives consumers a real choice, with a brand that puts hair health first.

Testimonial

Stephanie Mason

Managing Director

This partnership with Channel 4 is an exciting moment for us, giving consumers real choice with a brand that puts hair health first. It’s a great opportunity to reintroduce Cloud Nine to the nation, and we’re really pleased with the campaign we’ve developed alongside Propaganda.

Our work

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Giving the house of professional beauty a home.

Elle Sera

Rousing women to take control of their hormones.

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