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The haircare category is suffering from an attack of the clones. Generally brunettes with impossibly long, shiny tresses and no differentiating features. VO5 recognises that her hair is part of her individual identity and therefore wants to help her express the best of herself.
We launched the campaign with an idea central to that individual identity, the ultimate tool for self expression: music. We filmed three very different girls, with very different styles singing their own song. Each show how to get their look and encourage viewers to go to the Facebook page to share their own music and hairstyle.