06.28.24
This month, hair care brand Odele, debuted its first-ever national campaign. The “Get Along with Your Hair” campaign celebrating the lifelong relationship we have with our hair.
The brand launched in 2020 with a mission to simplify and democratize the beauty space with clean, premium, inclusive products. Created by Lindsay Holden, Britta Chatterjee, and Shannon Kearney, Odele has experienced large growth with expanded nationwide distribution in Target and Ulta.
For the campaign, Odele has partnered with Slim Creative of New York. Odele and Slim Creative, are both led by a trio of female founders and have collaborated on a campaign strategy around the intrinsic relationship we have with our hair throughout our lives.
The integrated campaign was shot by director Carissa Gallo and includes 0:30 and 0:15 spots airing nationwide across TV, social media, and digital platforms.
Also, throughout July and August, there will be over 60 prominent out-of-home ads throughout Chicago—the brand’s starting city.
The campaign highlighted assorted best-selling Odele products, including Volumizing, Smoothing, and Moisture Repair regimens, Hair Oil, Dry Shampoo, Clarifying Shampoo, and more.
Kimberly Francis, Chief Growth Officer, Odele, said,
"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. 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."
Lindsay Holden, Co-founder, Odele, continued,
"This campaign is about celebrating and embracing the journey–whatever that looks like for you... 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."
Julie Liu, Co-Chief Creative Officer, Partner, Slim Creative, said,
"We wanted to be real and raw with the challenges and triumphs of our hair, sharing the daily realities rather than focusing on just the aspirational. The truth and root of it all is that hair, in whatever state it may be in, is a constant and evolving part of our lives. And like any relationship, the one with your hair ebbs and flows. This campaign captures that by speaking to the connection people have with their hair, using relationship language and real personal photos to highlight the unique stories that everyone can relate to."
