Syoss built its reputation as the Japanese professional salon brand that you can buy retail and online. The original product lines command loyalty, whilst  innovations such as silicone-free haircare are designed to attract new consumers. Staying fresh, young and relevant was the aim, and so what better way than to involve a new superstar actor in the making?

Create high impact campaigns for Silicone Free, Baseline and G-Styler product ranges.

We rebooted the brand with a contemporary Japanese style and a series of stories about staying cool, carefree and collected. Song Weilong’s image matched perfectly with our campaign narrative and the products’ key benefits.

We were also able to use his clean-living image to create fun and engaging tiktok style social content. The campaign was a success with over 6 million views across multiple channels online.

Behind the Scenes