Embrace Your Individuality And Love All Your Hair Days

Mar. 03, 2022

"Love all Your Hair Days" is a multi-channel campaign which amplifies the brand’s prevailing values of celebrating inclusion, diversity and friendship.

This Film will run on brand owned IG, Facebook, Youtube channels and CTV ad with a special edit for digital OOH and in-store. There is also an insta filter.

"Love All Your Hair Days" launches with bold videos and imagery featuring a diverse collective of personalities. The campaign aims to convey a relatable approach to the emotional aspect of hair care and styling as it spotlights individuals paired with messaging of a relatable "hair day" scenario. One concept shares the message "3 Days No Wash Hair Day," citing the brand’s award-winning Perk Up Dry Shampoo, while another references amika’s planet-friendly mission toward sustainability—employed by its partnership with TerraCycle, use of 90%+ post-consumer recycled materials in its packaging, and sustainably sourced ingredients that are always cruelty-free.

Andrea Erali, Senior Art Director at RXM Creative said:

"What inspired us to create this campaign was amika’s wide range of products, the overwhelming reviews coming from their community and their commitment to inclusion and diversity. The insight was simple: we all have great hair days once in a blue moon, but with the right care, we can learn to love all our hair days."

 

The campaign was shot on film by photographer/director Anisha Sisodia, who has previously collaborated with Urban Outfitters, Puma, Etsy and Adidas, in tandem with director of photography Steven Mastorelli, known for his work with Fenty, Glossier and Levis. Some of the featured talent includes model and disability advocate Bri Scalesse, 26, as well as  Elizabeth Sweetheart, 74, known as the Green Lady of Brooklyn, among many other unique individuals.

Vita Raykhman, creative director for amika shares:

"‘Love All Your Hair Days’ carries on amika’s fierce commitment to inclusivity, representing people of all ages, ethnicities, backgrounds, abilities and more. The name amika means ‘friend,’ and like a friend, our products are straightforward and dependable, while also being fun. Both the brand and "Love All Your Hair Days" are so relatable—there are no unattainable ideals. The campaign empowers people to have fun and accept their hair, no matter what sort of hair day they are having."