The award-winning hair care brand debuts
first-ever national campaign.
MINNEAPOLIS, June 27,
2024 /PRNewswire/ -- Odele, the high-performance hair
care brand, debuts their first-ever national brand campaign this
month, focusing on the relationship you have with your hair, diving
into the stories of your strands, and all that you've learned and
loved over the years.
Hair, in whatever state it may be in, is a
constant and evolving part of our lives. Odele's "Get Along With
Your Hair" campaign is about embracing the journey.
Odele—the phonetic translation of "å dele," which means 'to
share' in Norwegian—was created by Lindsay
Holden, Britta Chatterjee and
Shannon Kearney, with the mission of
uncomplicating and democratizing the beauty space with clean,
premium, inclusive products. The brand launched in 2020 and has
since experienced massive growth and expanded nationwide
distribution into some of the largest retailers in the
country.
The "Get Along With Your Hair" campaign underscores the power of
this long-standing relationship between consumers and their hair;
it's a personal journey, with ups and downs, ages and stages.
Through it all, Odele is here to help you "get along with your
hair."
This undeniable link between our hair and ourselves is echoed by
the results of a recent Wakefield Research nationwide study of
1,000 women ages 18+, which found that for 68% of women, how good
their hair looks impacts how good their day will be, and for half
of women (50%), that relationship takes more effort than at least
one important human connection in their lives, including friends,
family or colleagues. In addition, 92% frequently find themselves
at odds with their hair, further demonstrating just how nuanced our
relationship with our hair is.
Slim Creative of New York was
selected as Odele's agency partner for this campaign assignment
following a competitive pitch in 2023. Together, Odele and Slim
Creative, both helmed by a trio of female founders, collaborated on
a campaign strategy around the intrinsic relationship we have with
our hair throughout our lives, along with intimate, diverse
milestones and memories we associate with it. The integrated
campaign, shot by director Carissa
Gallo, includes :30 and :15 spots airing nationwide across
connected TV, social and digital platforms. In addition, throughout
July and August, there will be over 60 prominent out-of-home ads
throughout Chicago. Chicago was selected for the brand's first
foray into OOH for its strong consumer base and retail presence for
Odele, as well as a nod to the brand's midwestern roots.
"Odele has experienced tremendous discovery to-date through
earned media and scores of beauty awards, word of mouth and at the
shelf. Through the Get Along With Your Hair campaign, we're
thrilled to broaden the brand's reach and drive trial among those
who have yet to consider Odele," said Kimberly Francis, Chief Growth Officer, Odele.
"We know that our consumer doesn't necessarily want a 10-step
approach to their hair care, and it's in our DNA to focus on
elevating essentials and not overcomplicating the process. Odele's
line-up of accessible products makes it a little easier to get
along with your hair–no matter the type and texture."
Lindsay Holden, Co-founder,
Odele, continued, "This campaign is about celebrating and embracing
the journey–whatever that looks like for you. It's personal but
relatable; reminiscing about that time your mom gave you a
questionable bowl cut, bonding over the decision to get bangs,
taking risks, complimenting others on their hair style or color.
Celebrating good hair days (and commiserating on the bad ones) are
truly ties that bind. Your hair is one of the longest relationships
you have; you literally grow together. This growth idea of
embracing the journey over the destination for our first campaign
felt spot on, a platform upon which we can continue to
build."
Julie Liu, Co-Chief Creative
Officer, Partner, Slim Creative, said, "We wanted to be real and
raw with the challenges and triumphs of our hair, sharing the daily
realities rather than focusing on just the aspirational. The truth
and root of it all is that hair, in whatever state it may be in, is
a constant and evolving part of our lives. And like any
relationship, the one with your hair ebbs and flows. This campaign
captures that by speaking to the connection people have with their
hair, using relationship language and real personal photos to
highlight the unique stories that everyone can relate to."
Visuals from the campaign spotlight assorted best-selling Odele
products, including Volumizing, Smoothing and Moisture Repair
regimens, Hair Oil, Dry Shampoo, Clarifying Shampoo and more. The
product line is available for purchase at Target, Ulta Beauty and
CVS Pharmacy. For more information, see odelebeauty.com.
About Odele
Odele is a clean beauty brand for you +
your people. Developed by hair type and texture, our products are
vegan, dermatologist-tested, pediatrician-tested and formulated to
be free from 1,800+ questionable ingredients, with a
gender-neutral, 100% natural fragrance.
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SOURCE Odele