BOUF Hair | Debut Brand Campaign Launch
Service
Creative Production
Bouf Hair partnered with The Concierge Agency, a creative production agency, to launch its debut brand campaign. The objective was to introduce Bouf not just as a haircare label, but as a brand built on belonging, confidence and self-expression.
From the outset, the brief was to transform Bouf into a lived experience. The campaign needed to feel like an open door for women navigating hair loss, regrowth or simply wanting to feel seen, supported and represented.
The campaign was delivered through a three-day production, capturing every dimension of the brand. Day one focused on the hero campaign, fronted by ambassador Indy Clinton, whose energy and authenticity embodied Bouf’s no-judgement, high-impact spirit. Day two shifted to campaign stills, featuring three diverse talents to create relatable, inclusive content for web and social platforms. Day three centred on e-commerce and still-life product imagery, using tactile compositions to showcase tone, texture and visible transformation.
Visually, the campaign blended humour, warmth and retro glamour. Set within colourful, lived-in environments, the creative celebrated the chaos and beauty of real life, reinforcing the brand’s honesty and approachability.
Importantly, the launch positioned Bouf as more than a product range. It established the brand as a movement for modern women seeking real results without the traditional salon façade. Through considered creative direction and end-to-end production, The Concierge Agency grounded the brand in authenticity, humour and heart.
The final content suite rolled out across digital, website, social and retail channels, defining BOUF’s tone from day one. As a result, the campaign delivered a clear, recognisable brand identity and gave a powerful voice to a community often overlooked — setting a strong foundation for Bouf’s future growth.
