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VEGAMOUR
Client
IMPRESSIONS
CAMPAIGN FLIGHT
MARKETS
Vegamour is a premium beauty and wellness brand known for its clean, plant-based hair care, led by its bestselling GRO Hair Serum collection. With vegan formulas designed to promote healthier-looking, fuller hair, the brand has built a loyal following among beauty-conscious consumers who value clean ingredients and elevated aesthetics — positioning Vegamour as a luxury name in the hair wellness space.
Vegamour partnered with DASH TWO to increase awareness for its GRO Hair Serum collection while reinforcing the brand’s evolution from a performance-driven hair care company into a premium beauty and wellness name. Rather than leaning on hair-loss messaging, the campaign led with healthy, beautiful hair — using aspirational creative and high-impact out-of-home placements to reach beauty-conscious consumers in the country’s most influential retail and fashion districts. The goal was to make Vegamour feel culturally present and unmistakably premium across two of the largest beauty markets in the U.S.
The biggest challenge was maintaining campaign freshness across an eight-week flight while featuring several different creative concepts. Vegamour wanted to showcase multiple executions without overwhelming audiences or causing creative fatigue — all while consistently reinforcing the brand’s premium positioning across two major markets.
To solve this, we split the campaign into two installation phases. The first set of creative ran through the first half of the flight, and a second set rotated in at the midpoint — keeping the campaign feeling new while maintaining a continuous, unbroken market presence across every placement.
The strategy built directly off the brand and its audience. We placed Vegamour in high-traffic, fashion-forward neighborhoods where beauty-conscious consumers naturally live, shop, and socialize, then layered multiple out-of-home formats to create repeated exposure across the customer journey. Premium billboards anchored the buy for large-scale visibility, while Wild Posting® and large-format wallscapes added street-level frequency that made the brand feel culturally relevant and omnipresent.
Placements were concentrated in the districts most likely to reach Vegamour’s core audience: West Hollywood, Hollywood, Beverly Grove, and Fairfax/Melrose in Los Angeles, and Times Square, SoHo, Chelsea, NoMad, and the Lower East Side in New York. Many sat near Sephora stores and other high-end retail, positioning Vegamour alongside brands its audience already trusts. To keep the campaign fresh across the eight-week flight, we rotated creative at the midpoint through two separate installs — letting multiple messages run while continuity held across every placement.
While billboards delivered large-scale visibility, Wild Posting® and wallscapes created repeated street-level exposure in the neighborhoods where beauty, fashion, and wellness shape purchasing decisions — SoHo, the Lower East Side, Fairfax/Melrose, and West Hollywood among them. This ground-level layer made Vegamour feel culturally embedded rather than simply advertised, reinforcing its premium positioning right where its audience lives and shops.
DASH TWO managed the campaign end to end — from planning and market selection through installation across Los Angeles and New York City. Premium billboards anchored the buy, with Wild Posting® and large-format wallscapes layered in to maximize visibility in high-foot-traffic neighborhoods aligned with Vegamour’s audience. Placements were concentrated in fashion-forward districts and near high-end retail like Sephora, surrounding beauty-conscious consumers where purchasing decisions naturally happen.
To keep the campaign fresh across its eight-week flight (April 10–June 4, 2023), creative was rotated at the midpoint through two separate installs — running the first set of concepts through the first half and the second set through the back half. This kept multiple brand messages in market while maintaining a continuous, consistent presence across every placement throughout the run.
The campaign established widespread visibility across two of the country’s largest beauty and fashion markets. A multi-format mix of premium billboards, Wild Posting®, and wallscapes created repeated exposure throughout the customer journey, while placements in high-traffic retail and lifestyle districts kept Vegamour culturally present and unmistakably premium. Rotating creative at the campaign’s midpoint kept the message fresh across the full eight-week flight.
— Gino Sesto, Founder & CEO, DASH TWO
The most valuable insight was how format and location work together to shape brand perception. Premium billboards delivered large-scale visibility, while Wild Posting® and wallscapes created repeated street-level exposure that made Vegamour feel culturally relevant and omnipresent. For a brand repositioning itself as luxury, that ground-level presence in fashion-forward neighborhoods did as much for perception as the creative itself.
The campaign reinforced that for beauty and wellness brands, repeated exposure in the right premium environments is what builds credibility. By surrounding beauty-conscious consumers where they live, shop, and socialize — and keeping the creative fresh across an eight-week flight with a mid-campaign rotation — Vegamour established broad awareness while cementing its premium positioning across two of the country’s largest beauty markets.
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