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We empowered women and men to embrace their first greys, giving them the courage to face them with confidence.

Our new positioning for hair colour brand Nice’n Easy challenged the beauty sector head on. ‘Colour it, don’t colour it, but always own it,’ went against the usual paradox of embracing body positivity and the next giving us a list of things we must change.




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1

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We launched
an emotional first…

Our powerful hero video took viewers on an emotional trip down memory lane, bringing to life all those poignant firsts that lead them to where they are now. Edits were released on Facebook, Instagram, and YouTube – inspiring everybody to #FaceyourFirst

…Inspired an audience…

We launched #FaceyourFirst at an exclusive PR screening, hosted by Farrah Storr, Editor-in-Chief of Cosmopolitan UK and attended by press and influencers. This coincided with us issuing a news piece to national media which had polled 1,000 British women.

We’d barely said our goodbyes before our press delegates and influencers had excitedly shared our movement of confidence.

…and created a movement

Our organic comms took viewers straight to our campaign hub where they could watch and share our hero video, as well as read and share our positive open letter.

Most importantly, they were able to join and take part in our movement of confidence, joining an army of Clairol micro influencers and content creators.

Results

  • Combined 12.5 million impressions across Facebook and Instagram
    Combined 12.5 million impressions across Facebook and Instagram
  • Reached 10.6 million unique people over 2 weeks
    Reached 10.6 million unique people over 2 weeks
  • Social content generated 1.77 million post engagements
    Social content generated 1.77 million post engagements
  • Click through rates (CTR) from YouTube content to our campaign website tripled our benchmarks
    Click through rates (CTR) from YouTube content to our campaign website tripled our benchmarks
  • Retargeting our audience saw View Through Rates (VTR) of 48%
    Retargeting our audience saw View Through Rates (VTR) of 48%
  • Integrated PR and Influencer launch campaign reached 113,787,863
    Integrated PR and Influencer launch campaign reached 113,787,863