Streax Professional

#ProtectTheColour

People who colour their hair rarely stop at once. It turns into a habit, a new shade for a new mood, and the fun part happens in the salon chair. The part nobody posts about is a few weeks later, when the colour you loved starts rinsing down the drain. Streax Professional's Argan Secrets Colour Protect range was made for that stretch, promising colour that lasts up to 10 weeks, and in August 2020 it needed to reach the people who would care about it most.

The idea we landed on with the Streax team was to treat protection as permission. Nobody who loves colour wants to hear that they should slow down, so instead of pitching aftercare as the sensible option, we pitched it as the thing that lets you keep experimenting. I wrote Deeksha Khurana's post to open on her own long history with colour and then say it plainly, "I'm not stopping anytime soon," so the range arrived as the thing that could keep up with her. Its claims, more than 90% colour retention and a new colour reinforcer technology, sat inside that story as the reason it worked, not as the headline.

Streax Professional speaks the language of the salon, and creators speak like themselves, and my part in the copy was keeping both intact. The technical claims had to stay exactly right, because professional hair care is judged on precision, while the post itself had to sound like someone showing a friend what's on her shelf. Deeksha's post drew over 4,300 likes. Getting the salon and the selfie to agree on one voice is most of what brand tone alignment comes down to.