Livon Serum: Your one stop destination for Hairstyling

Hair serum brand Livon created a three-pillar campaign to grow penetration, salience, volume sales and revenue despite Covid-19 restrictions in India.

The marketing objective

In an under-penetrated category like post-wash serums, building relevance was our key task. Surrounded by a plethora of post wash products, the consumer has never felt the need to add serum as the 4th product in her already tedious hair regime. The brand tasted some success in the previous years and was on a growth trajectory, but the situation now had completely been upended.

During business as usual, we'd already faced an uphill battle as we were outspent by post-wash conditioners, but the challenge of prolonged lockdown forced us to take hard look at our media choices....

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