Wen by Chaz Tested by Emily McClure in Bustle

WEN has a product that claims to shampoo, clean and condition hair and even offers regenerative growth to hair follicles. It is a single product that claims to do it all. These claims are to be tested by a beauty stylist who decided to put the product to the test. Emily McClure took on the week long project and wrote the article for Bustle; taking Twitter selfies showcasing her hair during the test period. McClure has fine hair that is hard to manage and control and she had high hopes entering the test. She began the test by showing a picture of herself after a travel day and before her first shampoo using the product, Wen by Chaz. The second picture in the series is after her first shampoo and shows a modern woman with fine fly away hair getting ready for bed.

The test continues and her reporting is well documented as we follow the photos as they show improvement until the final day of the test. Along the way she determines that the Wen by Chaz recommends using a great deal of product to clean, shampoo, condition and revitalize the user’s hair.

McClure’s report represents the new and best form of advertising available for product endorsement. Many consumers, especially the growing group who are dependent on online shopping, are dependent on personal reviews for product recommendations. It is no longer sufficient to buy the recognizable brands but to look for recommendations from friends or reviews of the product or service offered. This, after all, is the day of Angie’s List. For online shoppers on Wen.com and http://chazdean.com/store.aspx reading the product reviews of products is absolutely necessary. The days of the big box and brick and mortar stores are rapidly coming to an end.

McClure’s report and her final results are available here: Bustle.

 

José Borghi: The Transformational Advertiser

José Borghi is the founder of Mullen Lowe agency, which was formerlyBorghi Lowe. The agency is considered among the most influential advertising firms in Brazil. Borghi has created high-profile campaigns like Mammals Parmalat where children dressed like stuffed animals sang memorable jingles of the Sazónaccompanied by popular hits of Luciano and Zeze Di Camargo.

Borghi began his advertising career in the third year in high school when his sister invited him to attend a performance at the Castro Nevestheatre and choose an advert. It was a show about commercial Vts awarded in Cannes. That was the eve of his passion for advertising and from there pursued it as a career.

Career Progression

Born in PresidentePrudente, Borghi attended PUC-Campinas and graduated with a degree in Advertising. He got his first job in 1989 with the Standard Ogilvy. He would later work with many agencies including the FCB, Talent, DM9 / DDB, and Leo Burnett before co-founding BorghiErh alongside his partner Erh Ray.

The company began from scratch with no sponsoring banks, investors or godfathers. The two partners worked tirelessly to build it to great success. It was later bought by Lower in December 2006 and transformed to Borghi Lowe. Henceforth, the agency has grown in the advertising industry both domestically and internationally. Borghi Lowe recently merged with Mullen Group and Lowe and Partners to form Mullen Lowe. Jose Borghi serves as the CEO alongside Andre Gomes.

Achievements and Commendations

José Borghi is a persistent advertiser who believes that hard work pays in the business world. He has been recognized for his passion and ability to persist and follow his vision even in adverse situations. He acknowledges that nothing comes as a matter of chance or luck, but through a deliberate effort to achieve results.

Since his early career, Borghi has pioneered important concepts in the advertising world that helped transform organizations like Fiat, Charlie, Honda, and the Down Syndrome Association. He had great achievements that earned him local and international awards while advertising for the Delta Airlines, EditoraGlobo, Procter, Unilever, Electrolux, Bunge Group, Asia Motors, Leaf Group, Antarctica, and Itaú, Arcor, to mention but a few.

The most notable awards he received are 14 awards from Lions Cannes, ten awards at the One Show, seven awards from the London Festival, and eleven at the New York Festival. Borghi was also recognized by the JPA in 2009 and named the Advertiser of the Year by Sao Paulo’s Columnists.