Nexxus “Hair Guitar”
Context:
The business challenge for Nexxus was having little to no brand awareness, while entering a crowded category. When Nexxus chose to enter the hair loss/thinning market, they were entering a crowded marketplace, made even more crowded after pandemic-related hair loss increased consumer demand, leading to numerous brands revealing new innovations. Additionally, hair loss/thinning has historically been a sensitive topic—one that is hard to have an authentic conversation about.
We approached this assignment with the goal of understanding women with hair loss/thinning and identifying barriers to purchasing Nexxus’ new Unbreakable line. Our aim was to be able to blend messages that would be distinctive and honest with functional proof that the product works. All of this was ultimately in service of getting women who already buy fine/thin hair products to switch to Nexxus.
Strategy:
We discovered a gap in the market: competitors overlook the emotional impact of hair thinning. Women with thinning hair don’t trust brands, they trust others with thinning hair, and are skeptical of new products because they’ve always failed. So, how did we earn that trust?
We took hair thinning/loss conversations out of the shadows with an over-the-top product demo featuring a relatable voice. All to prove that this collection makes hair stronger, fuller, and thicker.
Awards:
Jay Chiat Awards Nominee, Creative Strategy
PR Week, Best Consumer Launch, Gold Winner
Shorty Award Winner, Beauty