Luster’s Pink, a legacy brand renowned for its excellence in hair care essentials, set out to spotlight its timeless OG Pink Lotion and reinvigorate its marketing presence. Known for delivering trusted products that serve diverse hair care needs, the brand sought to connect with a new generation of consumers while honoring its longstanding heritage. Our agency, Key Design & Media, was selected to lead the creative direction and full production of a 30-second digital advertisement supported by photography and social content.
The primary objective was to modernize Luster’s Pink’s visual identity through a campaign that celebrated its heritage while introducing a fresh, contemporary appeal. The project aimed to strengthen brand awareness, drive engagement, and reaffirm the OG Pink Lotion’s place as both a nostalgic favorite and a relevant staple in today’s market.
Our team developed a vibrant, story-driven creative direction that fused Luster’s signature pink aesthetic with bold, modern visuals. We crafted a cohesive visual language across video and photography—balancing heritage, femininity, and empowerment. The 30-second spot and complementary social assets showcased the product in a way that felt authentic, stylish, and culturally current.
We oversaw the full production from pre- to post-production, collaborating closely with the brand’s marketing and PR team to ensure a seamless execution. The final suite of deliverables—including the digital spot, lifestyle photography, and supplemental video content—successfully revitalized Luster’s Pink’s image. The campaign elevated brand visibility across social and digital channels, resonating with both loyal customers and new audiences while reinforcing the OG Pink Lotion’s iconic status in hair care.
