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Haircare brand Cloud Nine and IMA launch campaign combating perfection within the beauty industry

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IMA is the creative force behind haircare brand Cloud Nine’s new content-led digital and social ‘Fiercely You’ campaign

Intermarketing (IMA) has created an integrated brand campaign to launch the new campaign proposition, ‘Fiercely You’, for haircare brand Cloud Nine.

Aimed at reversing and highlighting the beauty industry’s tactic of selling perfectionism – perpetuating a toxic ‘compare and despair’ culture – Cloud Nine strives to create a new way of thinking. The brand is responding to the pressure to be perfect, noticing how damaging this is to people’s self-esteem and mental health.

‘Fiercely You’ is about freeing yourself from the pressure of perfectionism and celebrating your own style. Cloud Nine aims to empower consumers to celebrate their individual style and feel fiercely themselves.

The campaign elevates the technology of Cloud Nine’s styling tools and brings the brand’s ethos to life through bold colours, fierce shots and confident models.

IMA developed the strategy, channel plan, creative direction, production and execution for the content-led digital and social campaign.

Jo Fox, group sales and marketing director at Cloud Nine, said: “We’re so excited to work with IMA on this campaign. It means so much to us to partner with an agency that truly understands our mission.

“Challenging perfectionism and celebrating individual style is so important to us and IMA have done an outstanding job. We’re so pleased with the results and can’t wait to get started on the next phase.”

Emily Crabtree, director of client services at IMA, added: “We’re thrilled to be working with Cloud Nine on this campaign. It was important for us to bring the proposition to life authentically and the team nailed it.

“The campaign called upon several of our specialisms from channel strategy and creative through to 3D and influencer marketing, so it was a truly integrated approach.”

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