NEW YORK, US – Amika‘s “Love all Your Hair Days” is a multi-channel campaign which amplifies the brand’s prevailing values of celebrating inclusion, diversity and friendship.
The film will run on brand owned IG, Facebook, Youtube channels and CTV ad with a special edit for digital OOH and in-store. There is also an insta filter.
https://www.youtube.com/watch?v=My_F8G8aSVA
“Love All Your Hair Days” launches with bold videos and imagery featuring a diverse collective of personalities. The campaign aims to convey a relatable approach to the emotional aspect of hair care and styling as it spotlights individuals paired with messaging of a relatable “hair day” scenario. One concept shares the message “3 Days No Wash Hair Day,” citing the brand’s award-winning Perk Up Dry Shampoo, while another references amika’s planet-friendly mission toward sustainability—employed by its partnership with TerraCycle, use of 90%+ post-consumer recycled materials in its packaging, and sustainably sourced ingredients that are always cruelty-free.
“What inspired us to create this campaign was amika’s wide range of products, the overwhelming reviews coming from their community and their commitment to inclusion and diversity. The insight was simple: we all have great hair days once in a blue moon, but with the right care, we can learn to love all our hair days.” says Andrea Erali, Senior Art Director at RXM Creative.
The campaign was shot on film by photographer/director Anisha Sisodia, who has previously collaborated with Urban Outfitters, Puma, Etsy and Adidas, in tandem with director of photography Steven Mastorelli, known for his work with Fenty, Glossier and Levis. Some of the featured talent includes model and disability advocate Bri Scalesse, 26, as well as Elizabeth Sweetheart, 74, known as the Green Lady of Brooklyn, among many other unique individuals.
“‘Love All Your Hair Days’ carries on amika’s fierce commitment to inclusivity, representing people of all ages, ethnicities, backgrounds, abilities and more. The name amika means ‘friend,’ and like a friend, our products are straightforward and dependable, while also being fun,” shares Vita Raykhman, creative director for amika. “Both the brand and ‘Love All Your Hair Days’ are so relatable—there are no unattainable ideals. The campaign empowers people to have fun and accept their hair, no matter what sort of hair day they are having.”
CREDITS
Amika:
Brand President: Chelsea Riggs
SVP of Marketing: Kelley Martin
Creative Director & Co-Founder: Vita Raykhman
Senior Director of Consumer Engagement & Digital: Shannon Otto
Director of Creative Operations: Kevin Karl
Director of PR & Influencer Relations: Lindsey Adams Franke
Associate Director of Digital Media: Courtney Curtis
Senior Manager of Social Media: Payge Taylor
Agency:
Creative Agency: RXM Creative
Creative Director: Roxana Zegan
Creative Director: Raul Mandru
Creative Director: Mihai Botarel
Art Director: Andrea Erali
Copywriter: Thomas Gheorghiu
Producer: Maria Sutherland
Production:
Director / Photographer: Anisha Sisodia
Director of Photography: Steven Mastorelli
PA: Lynn Kim Do
1st Assistant: Steven Miller
2nd Assistant: Marcus McDonald
Digitech: Jono Pivovar
1st AC: Sarah Penson
2nd AC: Greg Howard
Gaffer: John Izarparte
Key Grip: Paul Wallace
BBG: Sean Dolnick
PA: Jeff Donna
Makeup Artist: Shideh Kafei
Makeup Assistant: Will Metivier
Stylist: Carolyn Son
Stylist Assistant: Sebrina Soth
Hairdresser: Jamie Brice
