To promote Aussie’s purple shampoo for blonde hair to the multicultural Gen Z, we had to touch on their truth to get their attention. Since Gen Z rejects tropes and stereotypes we reframed the outdated ideas about blondes and create something totally new and empowering that they could make their own and relate to.

To do this we created a Tik Tok campaign where we created a sound bite with creator @juanialys to reclaim what it means to be a blonde. Then our influencers lip synced it as they washed their brassiness out with Aussie and bought out the best in their hair!

Content views were +999% over benchmark and engagement rate was +440% over benchmark as our content made it into #foryoupage which is never a guarantee.