The project focuses on analyzing the market situation of the Philips brand and creating a marketing campaign for the launch of a new hair straightener. It includes an analysis of the current market conditions, focusing on consumer trends and the positioning of Philips in the hair care segment. The communication tone is evaluated to ensure it aligns with the brand's values and resonates with the target audience. Price positioning is analyzed to compare Philips' offerings with competitors and determine the optimal pricing strategy. A brand persona is defined to better understand the target audience's lifestyle and preferences. The competitive landscape is reviewed to identify key competitors and their marketing strategies. Finally, a comprehensive campaign is developed, highlighting the new product's unique features through promotional activities across various communication channels.