​Nicehair is Denmarks largest online beauty shop, with a loyal customer base, but a challenge in not embracing the entirety of the target group and not building brand, in their otherwise successful growth journey.

​For that reason, the need for a brand platform, which to a higher extend positions Nicehair as the preferred one-stop beauty shop, for the entire target group, no matter age, gender, or preferences, was very present. The purpose of the branding exercise was building brand equity for the Nicehair brand, so that it in the future is perceived as a stamp of quality on the product portfolio, while also building brand and creating an emotional hook in the target group.