Mrs&Mr Launches Bold Rebrand and Campaign for Conair Personal Hair Care

Creative Campaign Celebrates Company that Revolutionized American Hair Styling

Mrs&Mr, the creative, design and branding agency, is launching a redesigned visual identity and advertising campaign for Conair, the leading hair beauty brand that introduced the iconic pistol-grip hair dryer to America in the 1960s.

The bold visual redesign completely transforms the look and feel of the brand to celebrate a simple and enduring truth—Conair empowers every consumer to change their hair as they like and brings joy to every style. The campaign is aimed at invigorating a brand that literally changed overnight how American men and women styled their hair at home and leveraging its pioneering heritage to build relevance with a new generation of consumers.

The rebranding is the central focus of an advertising campaign that launches September 8 and runs for 17 weeks across CTV, OLV, streaming, paid social (Meta, TikTok, Snap, Pinterest) and programmatic. 

“We knew it was time to define our brand and be known as more than a reliable workhorse,” said Delphine Francois, president, Conair Beauty & Home Care. “Working closely with Mrs&Mr, we tapped into our magic as a pioneering brand that empowers people along their hair journey. This vibrant and modern identity unapologetically reflects the brand’s ethos around the exhilaration of change.”

Founded in 1959, Conair built the widest portfolio of personal care products for all hairstyles and claimed a place inside nearly every American household. The iconic pistol-grip hair dryer, launched in the late 1960s, revolutionized the haircare industry by putting the power in women’s hands so they could achieve salon-level hair at home without the expense or hassle of weekly visits. 

Since 1973, the Conair brand mark remained virtually unchanged and quietly occupied a small corner of every package and advertisement. The rebrand was conceived to modernize the logo and reclaim Conair’s storied place in American life. The result is a completely redrawn logo and a new strategy for its deployment: a bold, oversized anchor across every design that confidently asserts the brand’s heritage and commands attention.

Mrs&Mr, a creative partner in brand positioning, visual identity and creative, created a streamlined design system that works across digital channels and packaging that is approachable and intuitive at shelf, online and across social channels. The design offers the flexibility a global category-leading brand like Conair requires to manage its breadth of products.

“The rebrand repositions Conair for a new era, honors its powerful legacy and pushes the brand forward with clarity, energy, and modernity,” said Kate Wadia, founder and chief creative officer, Mrs&Mr. “It’s a transformation designed to stand out, inspire confidence, and reaffirm Conair’s place at the center of beauty culture.”

Armed with a new tagline, “Here for Hair,” the advertising campaign celebrates the freedom, fun and power of changing your hairstyle. Because no matter the hair type, vibe or mood, Conair is ready to go. With the widest range of styling tools and a zero-judgment attitude, Conair empowers every consumer to change it up, own their look and love their hair journey.

Playful storytelling explains the benefits of specific Conair products and reinforces the brand’s approachable personality. Every element, from the vibrant color system to engaging messaging, is purposeful and designed to captivate, educate and guide. The result is packaging that leads with clarity and confidence and leads shoppers to choose Conair.

The art direction brings together vibrant color, authentic model photography and elevated product imagery to create a unified visual language. Models are portrayed as real, candid and jubilant. The product imagery delivers clarity and precision and spotlights the brand’s innovations and elevates Conair’s products offering.

In the new design, smooth curves and rounded, fluid letterforms provide a counterpoint to the logo’s bold, large-scale application, ensuring it stands out without shouting. Transitioning from a rigid, industrial uppercase mark to a modern and approachable lowercase design with fluid, circular letterforms. The new wordmark conveys friendliness, joy and playfulness and the intentionally tight kerning conveys togetherness. Perfectly suited to a brand that champions personal expression through hair, the new logo stands as a signature of its vibrant personality.

The color palette is a defining new brand asset and brings boldness, creativity and joyful transformation to each graphic expression. Anchored in lilac, with five vibrant supporting colors that help shoppers navigate the brand’s vast product assortment and price tiers, the new design showcases one comprehensive brand and weaponizes Conair’s unrivaled scale. The unique combination of colors infuses modernity and energy and creates a distinctive, unified presence across all touchpoints.

At the retail shelf, the bold Conair logo takes center stage—an unapologetically proud beacon that commands attention in crowded spaces. The refreshed packaging captures a youthful, dynamic sensibility, elevated by striking, graphic product imagery that emphasizes performance and enduring quality.

With the escalation of premium-tier products redefining the haircare industry, Conair stands apart from the field by being resolutely “for all.” The new identity celebrates the brand’s accessibility through a design that is modern, proud and vibrant—yet always friendly—and moves the brand from generic to joyful.

Source: Mrs&Mr

  Advertising, Brand Positioning, Campaign, Conair, Marketing, Mrs&Mr, Rebrand, Redesign, Visual Identity