The Challenge

Once an attitude-filled challenger brand, Aussie Hair Care had lost its way. The same worn out creative, on the same worn out channels hadn’t been kind to either sales or brand love; both were in decline. Aussie drastically needed a makeover; a new, impactful, emotionally driven, big idea that could put us back into both the nation’s hearts, and their shopping carts.

The Insight

The hair-care market is full of marketing ‘BS’, saturated with products that don’t do what they claim, and brands that imply they will make your whole life perfect. Unsurprisingly, 80% of people rely on them for self esteem when really, they are just products in a tube! So, in a modern world where brands live and die by their authenticity, we decided to bring back some brutal honesty.

The Idea

We refocused only on what we can control, fixing your ‘hair problems’, while simultaneously having fun with the bits we couldn’t fix... your life problems! In an unashamed celebration of British self-deprecation GREAT HAIR THROUGH explains that just because our lives are perpetually a disaster, it doesn’t mean our hair has to be! Honestly… we’re great at fixing your messy hair, but your messy lives…? Well, that’s up to you.

The Results

• +6% increase in sales - showing growth across all measures.
• Most successful product launch in the brand’s history!