Most people have one good hair day a week, if they’re lucky. Amika makes products for the other six.
The brand was known almost entirely for dry shampoo. The challenge: show the full range, across every hair type, texture, and situation — without turning it into a product catalogue.
We built a campaign around real hair day stories. The good ones, the bad ones, the ones you fix in a moving car. Featuring disability advocate Bri Scalesse, Elizabeth Sweetheart aka the Green Lady of Brooklyn, and a cast of real people with real hair. Hulu, paid social, and billboards at The Grove in LA.
Love all your hair days. +12% brand awareness. +15% Sephora sales.