KMS California is a high-end salon brand that had lost its cache with its main clientele – high end stylists. This incredibly demanding crowd demands high performance and high style, and no longer felt excited by the brand. Shinescout worked on many levels over many months to help the brand create a new and dynamic positioning, and to really develop both a compelling new brand positioning, but to also create a deep and vast well of inspiration for the stylist and the end consumer. The results? A successful new brand launch, and a greatly increased salon network.