Multitalented Tinashe kicked off John Frieda Hair Care’s latest campaign, Hair Talks – Make a Statement, Thursday night at an invitation-only concert at New York’s iHeartRadio Theater. The campaign encourages women to show off their distinctive styles starting with their tresses.
“I love that the Hair Talks campaign embraces what I am about as an artist and the different sides of me,” said Tinashe, who is a singer, songwriter, record producer, dancer, actress, former model and the new face of the Juicy Couture for Urban Outfitters. “You can’t put me in one box.”
In between warming up for the show, Tinashe confided she didn’t always know what to do with her hair, but products such as John Frieda Hair Care Frizz Ease helped her gain confidence. She’ll share more of her story after the concert in a question-and-answer session.
That sets her up for a solid partnership with Hair Talks-Make a Statement, said Heather Warnke, director of marketing at John Frieda Hair Care parent Kao USA. The campaign is the culmination of research into how women feel about their hair that included “sitting on bedroom floors and going through vanities,” Warnke said.
“A lot of what we heard is that women are embracing natural texture as a reflection of who they are and where they are from – something people didn’t always want to share. They want to honor their mothers or grandmothers while also sending a message about who they are with their hair. Hair sends a message before women even say a word,” she explained.
Tinashe is one of three other musicians who will be featured over the next year. But famous faces will also join women who are scientists, bartenders or the girl-next-door. At a time when companies are rushing to the latest influencers, John Frieda Hair Care is connecting consumers with real-world people who share struggles and successes through the campaign. Videos and other content from Tinashe and the other tastemakers will be shared at #hairtalks in collaboration with partners iHeartMedia and Vox Media. All of the personal stories will live on John Frieda Hair Care’s web site and social media channels.
The company has tapped influencers to build awareness in the past, including Lauren Conrad for Sheer Blonde or YouTuber Blair Fowler for Brilliant Brunette.
The authentic storytelling expected to emerge from the campaign is expected to introduce a new generation to John Frieda Hair Care products such as Sheer Blonde, Frizz Ease and Luxurious Volume, which have stood the test of time in a category with rapid change.
To pump New Yorkers up in advance of the concert, John Frieda Hair Care dispensed coffee trucks to high-visibility areas dovetailing with popular social media…but first, coffee, to add the idea of John Frieda hair products are also a morning ritual. “We’re giving people two things they need to start their day, John Frieda and coffee,” said Warnke. Samples and tickets to the concert for some visitors were also dispensed from the trucks where Tinashe made an appearance.