Brand relaunch
Ultra Doux has long been a familiar presence in family homes, known for its gentle formulas and wholesome, traditional imagery. For the brand relaunch, we redefined what modern care looks like.
Instead of focusing on ingredients alone, we celebrated the people who make family life run: mums, parents, and caregivers. The ones who can solve a crisis in seconds, anticipate problems before they happen, and somehow keep everything moving forward. Not because they have superpowers, but because they've learned to work smarter, faster, and more efficiently than anyone else.
Works like a Mother F*****
Behind the scenes
Inspired by the culture of #parenthacks and everyday ingenuity, the campaign shines a light on the instinctive problem-solving skills that power family life. From improvised solutions to split-second decisions, it celebrates those who know exactly what to do when things don't go according to plan.
While they get on with what matters, Ultra Doux takes care of their hair.
Directed by Nur Casadevall, the campaign brings warmth, authenticity, and humor to a modern portrait of parenthood, repositioning Ultra Doux as a brand that understands the realities of contemporary family life and the people who make it all work.
