Gliss – Summer Campaign

We brought together Gliss hair care and the energy of summer, creating a cohesive campaign that extended from influencer films shot in Şile to in-store communications.

Problem / Brief

Gliss wanted to increase visibility for its summer hair care range and build a stronger connection with consumers. The challenge was to communicate the use and benefits of its liquid conditioners for different hair types through an engaging campaign rooted in seasonal hair care needs.

Solution

Cactus Istanbul developed the campaign’s strategy, creative concept, and visual identity around the line “Summer energy in the air, the Gliss effect in my hair.” We paired three products with three popular female influencers and shot films and photography in Şile, capturing summer’s playful, carefree spirit. By showing the products in relevant moments, such as hair care after a swim in the sea, we connected the range to everyday summer routines. Key visuals highlighted each product’s distinct colours and character, creating a consistent visual language across digital and in-store touchpoints.

Result

The campaign ran across digital channels and in-store placements for two consecutive summer seasons. Films shared on the social media accounts of Gratis, Watsons, and Rossmann extended the creative concept beyond the retail environment, while in-store executions carried the same visual identity into the shopping experience. Together, these elements established a cohesive seasonal presence for Gliss, connecting its hair care range with the needs and energy of summer.