Multi-award winning, cult hair care brand Terax has long been coveted by A-list celebrities, top stylists and models alike. Propaganda was tapped to develop a new brand strategy supported by a new communication and creative approach and build a roadmap for future expansion. The new rebranding heralded an exciting new phase for the 40-year old company with a complete re-launch which focuses on what Terax does best: conditioners.
The challenge was to find a way to position the company for success leveraging its unique Italian history and meticulous micro manufacturing process in such a way that would clearly connect with a new generation of consumers and highlight its competitive benefits against huge global conglomerates that were expanding into the specialty salon products segment.
To pay homage to its Italian heritage we recommended a name change: Terax Italia. This strengthened the company’s market position and by creating a new tag line, “Handcrafted Hair Care”, opened a clear space to compete against the global brands. A new communication and creative strategy was implemented to re-launch the brand, starting with packaging across a variety of product types, and set the direction for expansion into new distribution channels.