Luxy is the #1-rated ready-to-wear hair extensions brand, redefining the category since 2010 through sustainability, inclusivity, and a mission to inspire confidence and play. This project showcases the launch campaign for Luxy’s Clip-In Curtain Bangs—an introduction of a new product through cheeky messaging and bold, editorial design. The campaign’s playful yet elevated creative direction carved a space for Luxy within the oversaturated beauty market, strengthening its identity through striking visual storytelling. A deep red accent was introduced to the brand palette to stand out from evergreen content, enhance seasonality, and underscore the campaign’s confident, high-fashion tone.

Design campaign assets for the launch of Luxy’s new Clip-In Curtain Bangs, translating the creative direction and brand identity cohesively across all channels—including ecommerce, paid ads, organic social, and email. Intertwine the campaign accent color throughout designs to differentiate from evergreen assets, highlight cheeky messaging through bold editorial typography, and leave a lasting impression on both new and returning customers. To achieve a high-fashion, editorial look, utilize unique layouts, playful typography, and bold compositions that blend seamlessly with Luxy’s existing color palette and design language, ensuring every asset remains distinctly Luxy.

Luxy’s target audience is divided into two key groups: the core demographic of millennials aged 25–45, and new customers seeking solutions for thinning hair, including older millennials and Gen X. This campaign primarily targeted the core audience—trend-aware consumers who appreciate cheeky messaging, bold editorial design, and striking visual stimulation—while still resonating with solutions-focused customers through elevated, lifestyle-driven visuals that highlight product quality and strengthen the brand story.