Procter & Gamble
At Arc Worldwide, (Leo Burnett Group) I wrote copy for dozens of hair care products, and wrote within the brand voices of Herbal Essences, Pantene Pro-V, and Aussie. Herbal Essences has a lush, sensual voice, while Pantene Pro-V is more clean and streamlined. On the other end of the spectrum, Aussie's voice is beachy and excitable.
Agency: Arc Worldwide (Leo Burnett)