HASK which stands for Hair and Skin Kindness debuts a new brand campaign this month focusing on being kind to your hard-working hair. Developed by Good & Ready of Toronto, Canada, the multi-market campaign will run in the U.S., Canada, Australia, and the UK. The new advertising creatives will run in Allure, HULU, Byrdie, Parents, People, InStyle.com, Facebook, Instagram, TikTok and YouTube to name a few in the US.
The creative focuses on the more frustrating aspects of hair care and the damaged hair receives every day from environmental factors such as rain, humidity, and sun as well as from products consumers use such as hot tools, blow dryers, elastics, brushes, combs, and many styling products. Creative includes contrasting words like “Vice/Nice,” “Cruel/Kind,” “Nourish/Flourish,” and more to emphasize the juxtaposition.