When it comes to our hair, Garnier found that 8 in 10 women believe they only have basic or intermediate styling skills, and over 50% never or rarely experiment with their hair. Oh, and 81% of millennials believe that hair advertising is fake.
For the 2017 product launch, we asked women to Believe in What Their Hair Can Do. The campaign features real women (not hair models) with un-retouched hair—a first for the brand. And in a category dominated by celebs and slow motion hair flips, we showed girls doing their own hair without any studios or stylists. Just like we do in real life.
The launch included a mix of print, pre-roll, long-form hair tutorials, six-second sequential ads, Snapchat videos and Pinterest, obviously.
Director: Rob Soucy