K18 has a new brand ambassador — Sofia Richie Grainge.
That organic love of the product was part of the brand’s rationale in bringing Richie Grainge on board, said Michelle Miller, senior vice president of global marketing at K18. “For anyone we work with, we love for them to be an authentic fan,” Miller said. “We knew her hairstylist had been using the product on her hair. And we’re very in-tune with the cultural zeitgeist on social media.”
The 30-second spot, shot in Los Angeles, was meant to convey Richie Grainge’s own personality — and discernment. “She just has this self-possessed confidence,” said Jennifer Herr, senior vice president of creative at K18. “She knows who she is and what she likes. That inspired us to find a way for her to show her personality in the spot.”brand to hit billions of views with its #K18HairFlip campaign. Miller said graduating to traditional media, such as TV, was a natural next step.
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