To mark nearly two decades of Hair Rehab London, I led a strategic repositioning of the brand, shaping a more contemporary identity that reflected the evolution of its core consumer. As the audience matured, it became clear the brand needed to speak to them differently, with a more refined tone and visual language. I developed a modern, pared-back brand vision rooted in simplicity, confidence, and inclusivity, reframing the brand’s mission to offer premium, wearable hair for all women, without limitations. The repositioning launched with the Everyday Elevated campaign and the new strapline Your Hair. Only Better, reinforcing the belief that extensions should feel natural, effortless, and part of everyday beauty, not just reserved for glam occasions.