Professional luxury hair care brand Kérastase has launched ‘Your Hair on Monday’ – a short YouTube film exploring hair as a form of language. This is the first in a series of episodes that will show how you send out messages when you handle your hair.
Touching, twisting, tousling – we meet a number of characters going about their daily routines, and expressing their feelings through these gestures on a Monday morning commute. The playful content has been exclusively produced for YouTube in collaboration with AKQA, taking Kérastase to a bold, hyper connected millennial audience and communicating the brand’s connection to and understanding of the young urban woman’s life. To capture a global picture, filming took place on the underground system in three different locations: New York, Paris and Tokyo.
The film has launched in the USA, in Japan and in France, now with over 1.5 million views combined, and will be launching today on the Kérastase International YouTube page. Audiences can keep up to date with the next episodes by subscribing to the Kérastase YouTube channel, and can follow the conversation on social at Facebook.com/Kérastase and @kérastase_official on Instagram. They can also learn more about Kérastase’s unique products and sensory salon experiences by visiting kerastase.com.
DIVERGE talked to AKQA Creative Director Peter Lund to find out more:
Who is the team behind this?
AKQA’s Paris studio
Where did the idea for this come from?
We wanted to take the existing concept of Hair Language out of a studio setting and into the normality of everyday life. It doesn’t get much more mundane than the daily commute.
Why did you decide to focus on daily routines?
The codes of luxury are every changing. Being scars and inaccessible was once the formula, today you need to consider the way that your audience communicates to stay relevant. In that regard we feel that it’s important for brands to be self deprecating sometimes, which is why we wanted to focus on mundane daily situations that every woman could resonate with.
What is the message you want to consumers to see?
Mainly, we wanted people to recognize themselves in the characters and be entertained. But the message is very clear; if you use the right products you have better hair. And better hair = better mood.
Why is it important to focus on millennials?
More importantly we wanted to focus on the YouTube generation that seek out authentic content rather than traditional advertising. It’s a very willing, engaged and influential audience for brands to help shape opinions, create and share content.
We plan to turn this into a series so, you can expect more of the mundane in Your Hair on Tuesday, Wednesday and Thursday. Stay tuned and subscribe to the channel.