For All Hairkind 

Zambezi | New Business | New Business Pitch  

TL;DR

The Ask:

Showcase a new innovation in hair care. Create a linear concept and 360 scale approach product launch for Shark FlexStyle.

Cultural Landscape:

Hair is so much more than just appearance – it reflects culture and values. 

The Product:

Shark FlexStyle is a revolutionary product that twists from dryer to styler in one tool.

 

Shark FlexStyle empowers you to take control of your routine. Dry while you style with a transforming multi-tool, all with no heat damage. 

Audience Truth:

But fast forward to today, society has trained women to believe that attractive hair is exclusively straight and silky. 

Audience Values:

The style essentialist is one that is open-minded, in-the-know, adventurous, and curious. 

  • They aren't afraid to try new things 

  • Care about appearances 

  • They're pop culture enthusiast

Variety, guidance, and technology are extremely important when it comes to the Hispanic consumer. 

  • Want to experience more 

  • Listen to others 

  • Are tech focused

Cultural Shift: 

The beauty industry has been embracing individuality, delivering more shades and skin type options.

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Ancient Egypt: 4000 - 300 BC 

Long straight or braided hair and elaborate headdresses represented royalty.

Ancient Rome: 500 BC - 500 AD

Blonde hair was popular and was created with golden powder. Curling tongs were also in wide range use.

Dark Ages: 500  - 1000 

Noblewomen wore headdresses that kept the hair mainly covered. Unmarried women wore a fillet, a narrow headband over a wimple.

Renaissance: 1500 - 1600

Updos were still popular but headdresses were on the way out. Hair was decorated with ribbons, pearls and other precious stones.

Late Victorian: 1860 - 1900

There was a return to natural beauty – often in an austere way. Tidiness, modesty and dignity were embodied.

1920s

This was a period of major change. Women actually began to cut their hair short with simple and sleek styles.

1960s

In the era of freedom, liberation and hippies, hair became an expression of the woman. Styles were influenced by popular culture and inspired by the rising stars of the hair salons.

1970s

Disco…volume and curls and for Black women marked a period of time where natural hair was celebrated

Product Insight:

FlexStyle was designed by and for all hair types, 

recognizing there’s no one singular form of beautiful hair.

Audience Insight:

Despite hair type, most women are self-conscious about their hair. 

  • 58% of women feel like their hair is stuck in a rut

  • 75% of women compare how they look to others 

  • 36% of women want to have a more positive relationship with their hair 

My Role: 

  • Researched trends, audience (MRI Simmons), and competitive landscape surrounding hair care, beauty, and self-care

  • Helped identify the cultural landscape and tension 

  • Helped to craft the strategy and opportunity for the campaign

Category Insight: 

But the hair styler category is lagging, and fails to reflect the 65% of the population who have curly, coily or wavy hair. 

Strategy:

Embrace yet-to-be celebrated hair by making it a source of confidence instead of self doubt.

Product Role:

First of its kind, flexible all-in-one hair dryer to styler tool.

Creative Strategy Overview

Cultural Truth

Hair is so much more than just appearance – it reflects culture and values. 

Audience Truth

Despite hair type, most women are self-conscious about their hair. 

Strategy:
Embrace yet-to-be celebrated hair by making it a source of confidence instead of self doubt.

Product Truth 

Shark FlexStyle was designed by and for all hair types, recognizing there's no one singular form of beautiful hair.

Category Truth

But the hair styler category is lagging, and fails to reflect the 65% of the population who have curly, coily or wavy hair. 

Influencer Strategy

Women are multifaceted and pull inspiration from a variety of sources so to appeal to them, our influencer selection is diverse in hair type, texture, race, and platform dominance.

How We Identify Influencers

To achieve our goal of stealing social SOV from competitors, we will deploy a mixed platform strategy utilizing diverse hair and beauty influencers that appeal to our audience.

Platform

Is the influencer dominating across social media? Is their content engaging?

 

Items for Consideration:

Platform Dominance

  • Instagram/Facebook

  • TikTok

  • YouTube

 

Content

  • Video content creator

  • 30 days of exclusivity

  • IG engagement rate > 3%

Resonance 

Choose influencers who think, shop, and live like the style enthusiasts audience segment.

 

 Items for Consideration:

  • Brand Fit

  • Inspirational Tone

  • Attitude around hair care and hair styling

  • Influencer’s overall lifestyle

  • Demographics

  • Psychographics

Reach

Utilize influencers to gain reach AND credibility that we could not achieve on owned channels.

 

 Items for Consideration:

  • Platform dominance

  • Organic and paid social content reach

  • Follower count

  • Engagement rate

  • Location of followers

Power Of Influencer Relationships

Crafting a powerful emotional connection with style enthusiasts and style essentialists through a range of touchpoints.

Build credibility in the hair space 
Digital and IRL communties

Engage within hair communities 
Social initiatives  

Both 
Partner with trusted influencers who are authentic and inspire their audiences

Comms Strategy

Creative Campaign: For All Hairkind 

Concept:

For All Hairkind 

We’re not here to innovate for innovation’s sake.

We’re not here to one-up the Brits.

We’re not here to chest beat or flex (that’s reserved for you). 

We exist because you exist. 

Your wants. Your needs. Full stop. 

Which is why we created the first styling tool exclusively for – everyone.


For natural hair.
For processed hair.

For colored hair.

For thin hair and post-baby hair.

For wiry hair and coily hair.

For grey hair. 

For stick straight hair and thick, coarse hair.

For ALL the hair in ALL its crazy, mixed-up ages and stages. 

For your hair.

 

Introducing FlexStyle from Shark.

For all hairkind.

Creative Campaign 

Team: 

Matt Babazadeh: Group Strategy Director 

Cat Marsh: Strategist

Natalie Gomez: Director of Integrated Strategy