This article was originally published in the Hair care Trend Report. Receive your copy here
Whether it’s Paris Hilton filling a giant pink shampoo bottle with a petrol pump for the new Paul Mitchell campaign, TRESemmé telling Gen Z to ‘Get TF Out of Bed’ and have some IRL fun, Göt2B’s Curly House pop-up in New York City that featured a twisty slide ball pit, or the joyful branding from being Haircare and Hair Syrup – hair care is turning playful.
It’s an interesting departure from years of functionality and professionalism in hair care. Nick Vaus, co-founder and Managing Partner of creative agency Free The Birds comments: “Unlike make-up (which has long been expressive) hair care historically took itself seriously. Scalp health, protection, hair loss, and the ‘skinification’ of hair kept the tone serious and science-led. That makes the current shift more exciting.”
Circana has spotted the trend coming through this year, with UK Account Director Emma Fishwick stating that examples run across the board. “Engaging packaging, distinctive brand icons and immersive retail experiences are capturing consumer attention,” says Fishwick. Celebrity icon Sabrina Carpenter, with her playful style, fronted a major campaign for Redken, while “brands such as Amika are leveraging bold, vibrant packaging to stand out both in-store and online. Meanwhile, experiential activations – such as Kérastase’s ‘House of Gloss’ pop-up and viral TikTok campaigns – are amplifying brand visibility and consumer engagement,” says Fishwick.
She explains: “Consumers are gravitating toward joyful, expressive products that offer escapism and optimism. Playful branding in hair care delivers emotional uplift and indulgence.”
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