Pattern beauty is on a mission to celebrate and protect the natural beauty of Black hair with its range of products specially formulated to nourish, style, and protect textured hair.

This campaign built upon playworkgroup studio’s previous collaborative relationship to launch a new, pro-grade ionic blow dryer and accessories – a revolutionary tool for coils and curls.

The new blow dryer sold out within the first week, netting the highest website traffic increase in Pattern Beauty history. The campaign was featured in global publications including Cosmopolitan UK, Glamour UK, Allure, Women’s Health, Who What Wear and Harper’s Bazaar, and honored with several industry innovation awards. Brand posts across social media garnered 29.8 million impressions, and over 11.3 billion total impressions from additional coverage across traditional and social media – a total of $22.7 million in media value.

Agency: playworkgroup
Production: Run With Wolves Production
Creative Director: Monica Paganucci
Design Director: Laura Dapito
Art Direction and Copywriting: Julia Agramonte
Photographer: Nadine Ijewere & Myesha Evon