High-performance haircare brand Odele has unveiled its first national brand campaign with the help of New York-based agency Slim Creative.
Shot by director Carissa Gallo, "Get Along With Your Hair" is an ode to the special relationship you have with your hair.
It emphasizes the many stages of the personal hair journey that each individual goes through in life and how Odele can be of help in its ups and downs.
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Odele chose to collaborate with Slim Creative after a competitive pitch in 2023 led the two companies to discover their many similarities — both are led by a trio of female founders.
Together, the companies joined forces to create a campaign strategy that centers around intimate memories and milestones associated with our hair.
"‘Get Along With Your Hair’ is a testament to Slim’s model that places equal emphasis on creative and production, ensuring every element reflects our vision and the outcome is a unique and effective solution each time," Slim Creative President and Partner Jennifer Read said in an email brief to DesignRush.
"The result is a campaign that’s as genuine as the relationships it portrays. It was a deeply personal project for everyone involved, who also happen to be majority women,” she added.
Odele Co-founder Lindsay Holden also emphasized the campaign's message by touching upon the special nature of our relationship with our hair: by growing together and embracing the good days and bad, we form a bond like no other.
"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 hairstyle or color," she shared in a press release.
"Get Along With Your Hair" includes 30- and 15-second spots airing nationwide across TV, social and digital platforms.
Additionally, the campaign features over 60 prominent out-of-home ads (OOH) throughout Chicago, a city that was chosen as a nod to the brand's midwestern roots and its strong customer base in the region.
The campaign is based on a recent U.S. study of 1,000 women ages 18+ conducted by Wakefield Research, which found that for 68% of women, how good their hair looks affects how good their day will be.
Meanwhile, 50% of women feel that their relationship with their hair requires more effort than at least one important human connection in their lives.
Additionally, 92% of women frequently find themselves at odds with their hair, further demonstrating just how nuanced our relationship with our hair is.
The OOH ads will be up for the months of July and August.
Growing with Your Hair
Odele is a phonetic translation of "å dele," which means "to share" in Norwegian.
Its vegan, dermatologist-tested, and pediatrician-tested products are developed according to hair type and texture, guaranteed free from 1,800+ questionable ingredients, with a gender-neutral, 100% natural fragrance.
The brand was created by Holden, Britta Chatterjee, and Shannon Kearney: three women on a mission to democratize and uncomplicate the beauty industry with clean and inclusive products with a premium feel.
After launching in 2020, Odele has since experienced tremendous growth, expanding nationwide distribution into some of the largest retailers in the U.S.
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Odele Chief Growth Officer Kimberly Francis highlights the brand's reach, citing earned media and word of mouth, as well as its many beauty awards.
Through the nationwide campaign, the brand aims to broaden its reach even further, driving new customers to consider its products.
According to Francis, the company is built upon "elevating essentials and not overcomplicating the process."
By avoiding excessive routines that require way too many products, Odele makes hair care accessible to all, regardless of type or texture.
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Slim Creative Co-Chief Creative Officer and Partner Julie Liu reveals the agency's goal of being authentic and raw in addressing the daily realities of one's hair as a constant and evolving thing.
“Rather than focusing on just the aspirational, we showed the reality that we don’t wake up every day loving our hair, but it’s always with us, a constant part of our lives," Liu explained.
"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,” she added.
Campaign visuals spotlight several best-selling Odele products, including Clarifying Shampoo, Dry Shampoo, Hair Oil, Volumizing, Smoothing and Moisture Repair regimens, and more.
The product line is now available at Target, Ulta Beauty, and CVS Pharmacy.
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