Shani Wigs-"Cool Girls Wear Wigs"
Shani Wigs Moments & Acheivments
I crafted the PR angles and drafted responses to journalists questions for the Shani Wigs feature in the September issue of British Vogue. Naomi Campbell could be seen wearing a Shani Wig above.
I supported and contributed to a rebrand that constituted of a photoshoot, out of home ads, and an event that profiled women and their stories around wig wearing.
I extended “Cool Girls Wear Wigs” into an in person brand touchpoint with a vending machine. It gave people a fun, interactive moment with the brand, and naturally encouraged organic posts and shares online.
01 — Project details
Shani Wigs needed a campaign that made the brand about more than hair, it needed a culturally relevant idea that could carry across every channel. “Cool Girls Wear Wigs” was the slogan I crafted to position wigs as a style choice and a confidence statement, not just a product.
02 — Creative process
With the support of a team, I translated the big idea into a clear creative direction and messaging system, fashion first visuals, trend aware content formats, and copy that felt modern and unapologetic. Then I extended that same tone through social content, email, and ads so every touchpoint reinforced the campaign.
03 — Results
Wigs were often seen as ugly, tacky, cheap, or only for older or sick women, and this campaign helped shift that perception. “Cool Girls Wear Wigs” strengthened positive brand perception by making wigs feel stylish, young, and trendy.
10k+
New email subscribers.
3M+
Social Media Reach.