David+Martin: Guhl Tackles Hair Loss
- A change in one's reflection can be unsettling,especially when it involves hair.
- Following its "really familiar" campaign, Kao is continuing to reposition Guhl with the launch of its "Strength & abundance" product line, entering the growing hair growth segment.
- The campaign confronts hair loss with emotional resonance, showcasing images of hair caught in combs and between fingers.
Guhl Tackles Hair Loss with New Campaign Featuring Model Georgia Stannard
A change in one’s reflection can be unsettling,especially when it involves hair. Cosmetics company Kao’s hair care brand, Guhl, is addressing this sensitive topic with a new campaign focusing on hair loss.
“Strength & Abundance” Product Line
Following its “really familiar” campaign, Kao is continuing to reposition Guhl with the launch of its “Strength & abundance” product line, entering the growing hair growth segment.
The campaign confronts hair loss with emotional resonance, showcasing images of hair caught in combs and between fingers. The tagline, “strengthens what you love,” underscores the value many place on their hair.
Emotional Connection
“Guhl stands for trust and sustainability,” said Anna Strohm, Associate Director Marketing at KAO, responsible for the Guhl brand. “We base our approach on the realities of life and the needs of our customers. ‘Strength & Abundance’ addresses a current and relevant need in a growing market. Because it’s a sensitive topic, we wanted to create an emotional connection rather than focusing solely on performance. This campaign balances function and emotion.”
Model choice
The brand’s repositioning, emphasizing personality and diversity, is reflected in the choice of model, Georgia stannard. Stannard, an international model, embodies strength and self-confidence. In 2019, at age 27, she lost her right leg in a bus accident. After relearning to walk at 22, she became a triumphant model, appearing in New York’s Times Square and on London catwalks.
David Stephan, founder and creative director, said, “We are pleased that Guhl continues to promote a diverse self-image in its model selection. This campaign is a natural progression of our established path.”
Related Campaign
campaign rollout
The campaign, directed by Moise Youmba and produced by Anorak under Felix Knabel, includes a 15-second TV spot and a 40-page print ad. The campaign will be featured on television, social media, in print advertisements, and at points of sale.
Guhl Tackles Hair Loss with New Campaign: Yoru Questions Answered
What is Guhl’s new campaign all about?
Guhl, a hair care brand owned by cosmetics company Kao, is launching a new campaign titled “Strength & Abundance.” This campaign is focused on addressing hair loss and enters the growing hair growth market. It aims to create an emotional connection with consumers who may be experiencing hair loss.
What are the key elements of the “Strength & Abundance” campaign?
The campaign features the following core components:
Focus on Emotional Resonance: It uses imagery, like hair caught in combs and between fingers, to connect with the audience on an emotional level.
Target Tagline: The tagline, “strengthens what you love,” highlights the importance people place on their hair.
New Product Line: The campaign promotes the “Strength & Abundance” product line designed for hair growth.
Why is Guhl focusing on emotional connection rather than just product performance?
According to Anna Strohm, Associate Director of Marketing at KAO, the brand is basing its approach “on the realities of life and the needs of our customers.” Because hair loss can be a sensitive topic, the campaign aims to create an emotional connection rather than solely focusing on the product’s functional aspects. This campaign aims to balance function and emotion.
Who is the model featured in the “Strength & Abundance” campaign?
The campaign features Georgia Stannard, an international model. Guhl is repositioning itself with a focus on personality and diversity, and Stannard embodies both strength and self-confidence.
What makes Georgia Stannard a good fit for the campaign?
Georgia Stannard’s personal story aligns well with the campaign’s themes of strength and resilience. She lost her right leg in a bus accident at the age of 27 and later became a accomplished model, appearing in prominent locations such as New York’s Times Square and on London catwalks. This reflects Guhl’s commitment to a diverse self-image.
What has David Stephan, the creative director, said about the campaign?
David Stephan, the founder and creative director, stated that the campaign is a “natural progression of our established path,” indicating a continued commitment to promoting a diverse self-image in their model selection.
What other campaigns has David+Martin worked on?
David+Martin previously created the “Balls in Concert” campaign,which aimed to raise awareness for testicular cancer. This used humor to encourage men to perform regular self-exams.
How will the “Strength & Abundance” campaign be rolled out?
The campaign, directed by moise Youmba and produced by Anorak under Felix Knabel, includes:
A 15-second TV spot.
A 40-page print advertisement.
It will be featured on television, social media, in print advertisements, and at points of sale.
Where can I find further facts on the campaign?
You can stay updated by looking for the “Strength & Abundance” campaign on television, social media, in print advertisements, and at points of sale.
Here’s a summary table of the key campaign elements:
| Aspect | Details |
|---|---|
| Campaign Name | Strength & Abundance |
| Focus | Hair Loss & hair Growth |
| Key Message | Strengthens what you love |
| Model | Georgia Stannard |
| Marketing Strategy | Emotional connection; focus on experiences |
| Media | TV, Social Media, Print Ads, Point of Sale |