Client: CPR Hair – Australian salon-born professional haircare brand
What we did: Brand Strategy I Rebrand I Copywriting I Packaging Design I Photoshoot I Campaign Creative Direction I Launch Campaign I Website
Commercial Outcomes: Social community grew from 2,000 to 20,000+ followers I Accelerated direct-to-consumer growth while strengthening salon relationships I Repositioned a 30-year-old salon brand for modern retail and digital audiences I Established CPR as a leading voice in professional haircare education I Built a scalable salon-to-consumer ecosystem designed for global expansion I Modernised brand perception without losing wholesale credibility
The Challenge:
CPR already had what most haircare brands spend years trying to build. Three decades of salon credibility. Loyal hairdressers. Proven formulas. A thriving wholesale business with over 80% of sales driven through professional salons.
The performance and community was there. The brand world simply hadn’t caught up.
In a category crowded with influencer hype, supermarket sameness and luxury brands that often felt distant and corporate, CPR was sitting on something incredibly valuable: Australian-made formulas tested under some of the toughest hair conditions in the world and trusted by the people who know hair best.
Our job wasn’t to reinvent CPR. It was to sharpen it. To build a brand ecosystem capable of growing direct-to-consumer demand while keeping salons firmly at the heart of the story.
The Strategy:
From the outset, our strategy anchored CPR in what matters most: hair is never just hair.
It’s confidence. It’s the mirror check before the big meeting, the first-date curls, the post-baby chop, the wedding-day blow-out. In those unspoken moments, products prove their worth.
While competitors were busy chasing trends, CPR already had something far more valuable: decades of salon trust, formulas that genuinely performed, and a community of professionals willing to put their reputation behind the products every day.
We positioned CPR as Australia’s salon-born haircare brand. Cult formulas. Professional results. Everyday rituals. Built in the chair. Proven on real people. Ready for the world.
The result was a sharpened narrative, a stronger personality and a hybrid ecosystem that allowed direct-to-consumer growth without ever diluting the salon credibility that made the brand successful in the first place.
The Execution:
With the strategy established, we rebuilt the brand from the ground up.
From identity and packaging through to copywriting, campaign direction and photography, every touchpoint was designed to feel more confident, more modern and more emotionally engaging.
We stripped away category clichés and elevated CPR into a design-led, mid-premium brand that felt warm, professional and unmistakably Australian. One capable of sitting comfortably alongside modern beauty brands while still retaining the authority that comes from being salon-born.
To bring the new chapter to life, we directed a full campaign shoot designed around texture, movement and real moments rather than over-styled perfection. No empty glamour. No impossible beauty standards. Just the confidence that comes from products that genuinely perform.
The final result was a brand built to move seamlessly between salon, social media, retail and direct-to-consumer environments while maintaining a clear and recognisable identity throughout.
The Outcome:
The transformation marked a significant turning point for CPR.
The brand rapidly grew its community from approximately 2,000 followers to more than 20,000, while simultaneously strengthening both wholesale demand and direct-to-consumer growth. Education became a key driver of brand awareness, helping position CPR as a trusted voice within professional haircare while building stronger connections with everyday consumers.
Most importantly, CPR successfully evolved from a respected salon supplier into a modern Australian haircare brand with the foundations to scale globally. Stronger perception. Stronger community. Stronger momentum.
A brand built in the chair, now ready for a much bigger stage.
"BOAST understood exactly how to modernise CPR without losing what made the brand special."
With the amazing: Lucy Alcorn – photographer. Helen Turner – Videographer.
Testimonial: “BOAST understood exactly how to modernise CPR without losing the salon heritage that made the brand special. The transformation across strategy, branding and campaign direction gave us the confidence and clarity to step into our next chapter of growth.”
CPR Team.
