Through a wide reaching national media campaign that combined product placement with press seeding and sampling, Avant worked to position KinKind ahead of its competitors in terms of both sustainability and its products’ results, focusing on the brand’s USP of delivering equal results to its bottled counterparts, and showing that reducing carbon footprint doesn’t have to mean compromising on quality.

The agency focused on promoting the potential mass appeal of KinKind’s range, which offers bars that cater to myriad skin and hair types and concerns, as well as highlighting the truly unique and innovative products within the range, such as the UK’s first anti-dandruff shampoo and conditioner bars, a body scrub bar and even a dog shampoo bar. Avant also launched new products to press, including Give Me MORE! hair bars catering to hair in need of extra TLC, and a range of moisturiser bars.