Head from Nourishing to Flourishing in HASK Hair Care Campaign

The HASK brand has a growing reputation among stylists for its ability to repair damaged hair. To increase awareness of its hair-repairing qualities, the brand reached out to Toronto agency, Good&Ready. The result is a global campaign that will run in the US, Canada, Australia and Great Britain.  

Good&Ready won the assignment for HASK hair care after an informal review. The agency and brand team had a great chemistry throughout the project—from strategy through production.  

From Hollywood to Main Street. 

For a number of years, HASK has been building a solid reputation among Hollywood stylists as a go-to product to repair hair. Actresses work their hair really hard. They might wear a wig for an entire production. Or, their hair is subjected to intense styling, including: blow dryers, curling irons, and loads of styling products. And then there are the endless on-set, touch ups. Many stylists who work with these actresses reach for HASK to repair the damage they see. “It’s always a surprise for actresses, who can afford any hair treatment, that the product their stylist is using is available at any drugstore,” says Samantha Georgakopoulos, marketing manager at Inspired Beauty Brands. 

Most hair damage is self-inflicted by our daily routines - including the damage done by styling. “We really went close up on the little things that hurt hair,” said Alan Madill, co-founder and creative partner at agency Good&Ready. “Shampoo ads conventionally show great-looking hair but skip over the real life things that damage hair.” “The women we are trying to reach are not striving to look runway-ready. For them, healthy hair is great hair,” continues Alan. 

Multi platform, global reach. 

The campaign assets were created to run on all platforms and in all formats. There is one 30 second video, one 15 second video and eight eight second videos as well as a number of static executions. The campaign will run on social platforms and streaming services. There will also be out-of-home executions and double-page spreads in Allure magazine.