We empowered women and men to embrace their first greys, giving them the courage to face them with confidence.
Our new brand 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.
Clairol asked us to bring them a big idea that would get our 'First-grey Worriers' to see the brand as modern and relevant without alienating their existing following of loyal older shoppers.
Analysis of social media content and sentiment (as well as personal experience) told us that no-one forgets finding their first grey hair. But the media and societal pressures mean that this moment is still an unspoken milestone that acts as a dreaded marker for getting older.
Our digital campaign challenged the stigma of finding your first grey, and set out to show that going grey is a beautiful, natural part of getting older - a moment to be celebrated. Since there is no more emotive platform for storytelling than video, our short film encouraged women to face their first grey with the same confidence as other milestones in their lives. With a supporting online hub and suite of social media assets, we took our story to the very place that the negative conversations were happening.