For the summer key visual, we're building around the "Silk Girl" archetype—the Gen Z, social-first identity at the heart of the brand—while spotlighting the new Silk Touch hair oil, in an aesthetic aligned with Sedal's rebrand; the concept itself comes from the collage habit girls use to express their dream summer, a format trending on Pinterest for inspiration and TikTok for sharing scrapbooks, translated into a collage-style visual filled with summer elements Gen Z girls love.
