With its first model marketing campaign, challenger shampoo model Hask is specializing in tangled furry messes moderately than lustrous flips.
With an admonishment to “be type to your hair,” a world marketing campaign created by Toronto’s Good&Ready and working in the U.S., Canada, U.Ok. and Australia is aimed toward establishing Hask as a go-to for nourishing wholesome hair.
The artistic focuses on the extra irritating facets of hair care, and the harm we cope with from issues like blow dryers, elastics and merchandise.
“Shampoo advertisements conventionally present great-looking hair however skip over the actual life issues that harm hair,” says Alan Madill, founder and inventive at Good&Ready, which created the marketing campaign. “The girls we try to succeed in are usually not striving to look runway-ready. For them, wholesome hair is nice hair.”
The marketing campaign belongings have been created to run on all platforms and in all codecs, together with in-store down the line, Madill says. In addition to varrying lengths of the video, there will even be out-of-home executions and double-page spreads in Allure journal.
Madill tells strategy the argan oil SKU featured in the advert is a best-seller the model wished to showcase most. During COVID, Hask skilled regular progress and it wished to construct on model consciousness as the nation emerges from lockdowns.
Hask got here to prominence stateside, linked to celebrities resembling Angelina Jolie and Anna Kendrick. Parent firm Inspired Beauty Brands additionally manufactures the Jhirmack, HnP, Mane Club and Pure Shine manufacturers.
“The largest competitor is the OGXs of the world,” Madill explains, a model Johnson & Johnson acquired in 2016. And in line with Madill, the viewers is girls with all totally different hair varieties, as the model makes merchandise for curly hair, coarse hair and hair of totally different colors.
https://strategyonline.ca/2022/03/21/hask-thrives-in-the-less-glamorous-side-of-haircare/
