Hair Biology: Show Your Age.
The Hair Biology team had a big goal: to turn this scrappy upstart into P&G’s next billion-dollar brand. Designed for women 50+ in a beauty market that often overlooks them, we reframed the typical and tired anti-aging narrative. Instead of focusing on the negative "signs of aging" beauty brands have consistently pointed out, we celebrated the positive ones: wisdom, confidence, and the beauty that comes with experience.
Our campaign was built to resonate deeply with women tired of being patronized and told to cover up, slow down, and cut and color their hair by the beauty industry. We focused on authentic representation while ensuring the campaign remained aspirational—acknowledging both the individuality and the shared strength of women over 50. The result? Increased market share and a move into out of the start-up pen and into the haircare portfolio at large—not to mention a positive shift in brand perception for P&G Beauty as a whole.
“A great strategic and creative partner...deeply rooted in the consumer (50+ women) and brought a level of authenticity to all elements of the creative process.”