Imbue Curls is a UK-based vegan haircare brand catering to curl types 3a-4c, with a focus on quality and sustainability. After experiencing strong success in the UK, the brand sought to expand globally, targeting the US market.

Collaborating with a marketing agency, I played a key role in supporting the launch of Imbue's products, including their major debut at Target. My responsibilities included creating mood boards, conducting product research, and scouting talent such as photographers and locations for the Target campaign.

During the shoot, I worked as a Production Assistant alongside Paloma and Destiny, helping to manage logistics, ensuring products and props were organized, clean, and safe. I also ensured the models' needs were met, from wardrobe adjustments to maintaining the integrity of their curls throughout the shoot.

To further amplify the launch, we reached out to influencers for gifting and product reviews, and developed a campaign idea encouraging influencers to visit Target and share their experience purchasing Imbue products in-store, guiding our audience to the right product location.

Campaign Timeline: 2 months

2 Days

2 Locations