We created a series of celebrity-inspired hair tutorials that reframed tight curls as modern, editorial, and wearable. By referencing contemporary style icons  from Winnie Harlow’s elevated curly afro to Bella Hadid’s sleek model bun with defined tight curls. The tutorials translated an old-school curl into a current, fashion-forward look. This direction was rolled out across social and retail imagery, ensuring a cohesive, modern visual language that clearly communicated the brand’s USPs: three days of curls, all hair types, and maximum volume without hairspray.