Hair care brand Odele has launched its first national brand campaign, focusing on the intricate relationship people have with their hair.
The “Get Along With Your Hair” campaign emphasizes the deep connection between individuals and their hair, showcasing it as a personal journey with various stages and challenges. Odele aims to help consumers nurture this relationship, which many consider their most valued asset.
A recent Wakefield Research study surveyed 1,000 women aged 18 and older. The results showed that 68% of women believe that good hair days influence the course of their day. Additionally, 50% of respondents said maintaining their hair requires more effort than at least one important human relationship, such as with friends, family, or colleagues. The study also revealed that 92% of women frequently struggle with their hair, highlighting the complexity of this relationship.
Celebrating Hair’s Highs and Lows
In collaboration with advertising agency Slim Creative, led by a team of female founders, the campaign was developed to reflect the lifelong bond people have with their hair. The campaign, which includes intimate and diverse milestones and memories, is airing nationwide on connected TV, social media, and digital platforms. Additionally, over 60 out-of-home ads will be displayed throughout Chicago in July and August. Chicago was chosen for its strong consumer base, retail presence for Odele, and the brand’s Midwestern roots.
“This campaign is about celebrating and embracing the journey—whatever that looks like for you,” said Lindsay Holden, co-founder of Odele. “It’s personal but relatable; whether it’s recalling a questionable haircut from your mom, bonding over the decision to get bangs, or complimenting others on their hairstyle or color. Good hair days and bad hair days are shared experiences that connect us. Your hair is one of the longest relationships you have; you grow together. This campaign embraces the journey over the destination, providing a platform for future growth.”
The campaign features a range of Odele’s best-selling products, including volumizing, smoothing, and moisture repair regimens, hair oil, dry shampoo, clarifying shampoo, and more. These products are available at Target, Ulta Beauty, and CVS Pharmacy.
