Drybar and creative agency Razorfish have just unveiled a new campaign that urges people to experiment, play, and have fun with different products.
"Feeling Polyglamorous?" is a provocative campaign that leans into consumers' love for impulse buys and shopping sprees.
Drybar defines "polyglamorous" as "the freedom to dabble, tease, and play," being "all about versatility and beauty in all forms."
The brand currently offers more than 80 products to choose from, encouraging customers to mix and match products to find their perfect combination.
Digital banners feature clever and somewhat suggestive taglines designed to draw attention.
The campaign follows one of the tenets of viral marketing, using funny and provocative copy to entice more viewers.
By wittily playing on the controversial concept of polyamory to highlight its wide array of products, the different creative executions in the campaign are sure to grab attention.
Airing across digital and social, the campaign will crop up on Meta, TikTok, YouTube, and more.
Having Fun 'with More Than One'
The spot begins with a woman sitting in front of a vanity in a vibrantly colorful and lavish powder room.
"Have a little fun with more than one. Pleasure yourself with something new, over and over and over," a sexy voice narrates.
Four glamorous models place the brand front and center as they "dabble, zhuzh, and play" with their hair.
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It positions Drybar as the perfect line of hair products for any situation, from a night out to a workout.
Considering the endless variety of hair products lining shelves today, brands need to take creative measures to differentiate themselves from the competition.
Recently, hair care brand Odele debuted its first brand campaign, which uniquely highlighted the evolving relationship people have with their hair.
Editing by Katherine 'Makkie' Maclang
