Odele launches ‘Get Along With Your Hair’ campaign
Odele is rolling out a campaign focused on celebrating the relationship one has with their hair.
The “Get Along With Your Hair” initiative dives into the stories of hair and all the information learned over the years.
"Odele has experienced tremendous discovery to-date through earned media and scores of beauty awards, word of mouth and at the shelf. Through the Get Along With Your Hair campaign, we're thrilled to broaden the brand's reach and drive trial among those who have yet to consider Odele," said Kimberly Francis, chief growth officer, Odele. "We know that our consumer doesn't necessarily want a 10-step approach to their hair care, and it's in our DNA to focus on elevating essentials and not overcomplicating the process. Odele's line-up of accessible products makes it a little easier to get along with your hair—no matter the type and texture."
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According to a study the brand obtained from Wakefield Research, a nationwide study of 1,000 women aged 18 years old and older, found that for 68% of women, how good their hair looks impacts how good their day will be, and for half of women (50%), that relationship takes more effort than at least one important human connection in their lives, including friends, family or colleagues. In addition, 92% frequently find themselves at odds with their hair, further demonstrating just how nuanced the relationship with hair is.
"This campaign is about celebrating and embracing the journey–whatever that looks like for you. It's personal but relatable; reminiscing about that time your mom gave you a questionable bowl cut, bonding over the decision to get bangs, taking risks, complimenting others on their hair style or color. Celebrating good hair days (and commiserating on the bad ones) are truly ties that bind. Your hair is one of the longest relationships you have; you literally grow together. This growth idea of embracing the journey over the destination for our first campaign felt spot on, a platform upon which we can continue to build,” said Lindsay Holden, co-founder, Odele.
Odele and Slim Creative, both helmed by a trio of female founders, collaborated on a campaign strategy around the intrinsic relationship with hair throughout life, along with intimate, diverse milestones and memories associated with it.
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Lastly, the campaign will spotlight the brand’s Volumizing, Smoothing and Moisture Repair regimens, Hair Oil, Dry Shampoo, Clarifying Shampoo products among others, which can be found at Target, Ulta Beauty and CVS.
