AMITYS provides products for both salons and at home application, in addition to several independent shampoo + conditioning, mask, and oil products. When designing the copy for this project, I really wanted AMITYS to be portrayed as an avenue for customers to see the best versions of themselves — whether it was pin straight or crazy curly, AMITYS could provide them with their ideal look, and they could do it without exposing them to harmful chemicals. “Different Curls for Different Curls” and “Any hair, anywhere” spoke to the diversity and usability of their products, while “Patent-Powered Haircare” and “The New Brazillian Blowout” related to customers who specifically used AMITYS products because of their organic properties.