Herbal Essences x Wicked: For Good

Services: Partnerships, Creative, Shopper & Promotions 

This campaign brought Wicked’s pink and green palette into Herbal Essences’ Rose and Aloe ranges, asking shoppers: “Which Herbal Essences girlie are you, Aloe or Rose, Elphaba or Glinda?” This character-led mechanic builds direct association with the film at point of sale.

A purchase-led competition ran across retailers, while B&M featured limited-edition Glinda and Elphaba bottles that offer shoppers an additional prize entry and create strong on-shelf visibility.

In-store assets including aisle fins, shelf barkers, and feature displays provided visibility. A supporting influencer campaign extended reach, with creators showcasing the Rose and Aloe ranges and prompting followers to identify their “Herbal Essences girlie,” helping drive conversation and connection with the film.