OVERTONE
OVERTONE hair coloring conditioners are known for their vibrant, long-lasting color options that allow users to easily maintain bright and bold hair color at home. These conditioners are made with nourishing ingredients like coconut oil and shea butter to help keep hair healthy and soft. With a wide range of shades to choose from, OVERTONE conditioners cater to a variety of hair colors and tones, and are an effective option for achieving stunning, salon-quality results at home. To change perceptions of at-home hair dyeing from messy and frustrating to convenient, easy, and fun, the brand aimed to boost awareness, establish credibility, and motivate consumers to trust and use their products.
Ready for OVERTONE coloring conditioners to dominate the hair care market, the Interdependence team worked to craft a captivating narrative to showcase the brand’s innovative products and vibrant colors. We positioned OVERTONE as a go-to authority in the beauty and hair industry, able to provide insights on the latest hair color trends and techniques. Through our strategic pitching efforts and cutting-edge Interviewed technology, Interdependence consistently secured opportunities to feature OVERTONE in trending beauty stories. In addition, to bring the unique coloring experience to life, the team utilizes OVERTONE’s in-house celebrity hair stylist for expert commentary opportunities to further increase brand trust and awareness.
In the first 15 months, Interdependence secured 161 placements and more than 2.99 billion media impressions across top national and regional outlets.
Expert Advise Coverage
Leveraged BOOM! experts to secure credible coverage with 6 placements, more than 294.5M impressions from outlets like Real Simple, BestProducts, MSN, and Yahoo!
Key Outlets
Secured placements in key outlets such as ELLE, People, Glamour, Cosmopolitan, US Weekly, InStyle, and Purewow
Ad Value
Earned more than $27.67 million in AVE for the brand
Trend Pitching
Secured 570.4 million impressions by pushing out relevant celebrity hair trends, seasons trending color and OVERTONE’s Franzia partnership of wine colors
See increases of 300-400% in conversion rates powering far more media placements.
