Viviscal 4D
2025 was an exciting year for Viviscal with the launch of their new product, 4D.
But there were some challenges we needed to overcome with this product.
4D is a funky name, it's not easy to grasp what it really is without context and explanation.
Our new product boasts strong claims, offering multiple hair benefits and promising visible transformation in a short time.
We needed to clearly define 4Ds value proposition and ensure we present its strong claims with credibility so they don’t feel like they are overpromising.
OUR STRATEGY.
GET
She’s a 35-year-old woman and a modern-day alchemist of self-care. For her, looking and feeling good means having great hair. She cares about her outward appearance. Not in a flashy, superficial way, but because she wants to be seen as pretty and put together.
TO
Believe Viviscal can turn your dream hair into a reality.
BY
Addressing all 4 dimensions of beautiful hair Viviscal 4D transforms your hair’s appearance in just one month – giving you hair you’ve only ever dreamed of in an unheard-of timeframe. Because we believe healthy hair deserves attention in every dimension.
Shine ✨- radiant, glowing & effortlessly catching the light
Fullness 👱🏼♀️- full, bouncy and thick
Nourished 🌱- healthy & hydrated scalp
Strong 💪🏽- soft yet firm & resilient to the touch
Shift in audience
With our new NPD 4D rooted in holistic hair health, we saw an opportunity to shift toward a younger target, tapping into both Millennials and Gen X women.
Rather than addressing a specific pain point like hair thinning or loss, she prioritizes overall hair health. She’s driven by the desire to look and feel her best, striving for her dream hair and willing to invest both time and money to achieve it. She is the modern-day alchemist of self-care.