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For All Hairkind 

Zambezi | New Business |  Product Launch


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. This innovative product was developed and tested rigorously by diverse stylists and consumers with the ambition to dry and style all hair – regardless of length, color, thickness or texture, without compromising hair health.

Shark FlexStyle empowers you to take control on your routine. It dries while you style with a 5 attachment options for 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.


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


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.


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. 


Shark FlexStyle makes versatility in hair styling easy, inclusive, and accessible. When you can effortlessly express all the best sides of you through your hair, you feel ready for anything.


Shark FlexStyle makes it easy to discover the best sides of yourself. 

Product Role:

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

Strategic Direction 

A Woman's Hairstyle Can Convey More Than Just a Look, But a Feeling

Of women agree that a good hair day can positively affect their mood

Of women say that everything seems harder with a bad hair day

Providing the Style Essentialist with Adventure, Variety, and Guidance are Key

In order to attract the attention of the "Style Enthusiast" we needed to activate across key platforms with a series of innovative social activations, supported by paid media. 

This audience flocks to Pinterest and Instagram with YouTube being popular among the Hispanic segment. 

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Creative Strategy Overview

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Strategic 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. 

Shark FlexStyle makes it easy to discover the best sides of yourself

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.


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


Items for Consideration:

Platform Dominance

  • Instagram/Facebook

  • TikTok

  • YouTube



  • Video content creator

  • 30 days of exclusivity

  • IG engagement rate > 3%


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


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

Partner with trusted influencers who are authentic and inspire their audiences

Engage within hair communities 
Social initiatives  

Comms Strategy

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Creative Campaign: For All Hairkind 


For All Hairkind 

To promote the release of Shark’s all-new FlexStyle, we created For All Hairkind, a campaign that encourages every woman to celebrate and fall in love with her own unique kind of beauty — especially when it comes to her hair. 


Through a series of fun and upbeat videos, we show just how the FlexStyle can help you rock your hair type and favorite style, with models who demonstrate how to use all six of the product’s attachments. We’ve included separate cuts to feature both the U.S. and U.K. product versions and make it known that no matter what kind of hair you have, Shark FlexStlye has the power to help you embrace it all. 

Creative Campaign 

Strategy Team: 

Matt Babazadeh: Group Strategy Director 

Cat Marsh: Strategist

Natalie Gomez: Director of Integrated Strategy

Jasmine Green: Associate Director of Social Strategy

Tabitha Onofri: Head of FIN

​​Josiah Bultema: Producer at FIN

Lisa Paschke: Growth Marketer

Bernice Chao: Head of Integrated Creative

Growth and Account Team: 

Sean Daly: Growth Director

Production and Creative Team:

Kelly Hsu: Account Supervisor

Haley Renschen: Art Director

Breauna Abiad: Copywriter

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