CAMPAIGN CONCEPT / NAMING / TAGLINES

An extensive social campaign targeting both consumers and stylists, #DARETOHAIR was created as a powerful call to action introducing Bond Ultim8 as the ultimate hair-protective product when coloring hair. We enlisted influencers and professional colorists to kick off the campaign, showing the world how they #DARETOHAIR using Bond Ultim8, ultimately challenging followers to change up their look.

PRE-LAUNCH COLORIST CHALLENGE
We identified 30 professional stylist influencers to receive our exclusive Bond Ultim8 product kit to create their unique color transformations and share via video or before/after shots on their channels.

LAUNCH VIDEOS
The consumer push launched with a day-in-the-life film that featured surfer Kelia Moniz as she explores New York City and shows off her hair transformation to friends and family. Educational stylist-focused videos were also created and shared on social.

UGC/CONSUMER CHALLENGE
User submissions extended the #DARETOHAIR conversation, spreading the word about Bond’s protective qualities and boosting overall Matrix follower numbers.

CAMPAIGN SUCCESS
The launch video accrued over 150,000 views in the first two weeks, while #DARETOHAIR became the official brand hashtag across the entire Matrix Color Collection. It continues to be used by Matrix followers and stylists alike to celebrate hair color transformation.

Agency: Publicis NY
Senior Art Director: Cioty Tija