Self-care lets its hair down.

The Challenge

Modernize Nair’s appeal and awareness to a younger audience.

The Spark

What if we reshaped the narrative around self-care to demonstrate how hair, or not, is always a choice rather than an obligation.

The Delivery

Directed by Marysia Makowska, this visually stunning and glamorous piece is paired with a not-so-glamorous and equally important message - your face, your choice. The Worship Yourself campaign extension for the Prep&Smooth Face line amplifies the noise surrounding what women should do with their skin, and powerfully expresses how women alone will craft their beauty standards. For Nair, this film represented a brand glow-up and makeover that resonated with Gen Z audiences who associated the brand with an older consumer.