Curly-haired girls have been taught to straighten their hair in all of the moments that matter. To help Gen Z girls unleash the power of their curls we created a world where curly hair is a super power, a source of strength and beauty. With the help of Jen Bartel, a Marvel illustrator, we created six curly-haired sheroes and a universe called Curl Power.
We launched the campaign at BeautyCon LA where girls were able to experience the Curl Power universe IRL. They were able to meet the Curl Power sheroes, take a quiz to see what inner shero she is and also transform themselves into a Curl Power shero with the sticker photobooth!
“How cool is this?? This comic ad was shared on a FB group I follow. If this were a real comic, I would totally buy it. ❤️ “”
“O. M. G 😍😍😍 I would buy it then save for it for if I have kids 🔥🔥🔥”
RADIO
Prior to the launch we created movie inspired radio and placed our Curl Power posters in theaters.
We partnered with Snapchat to create a special lens and filter where anyone can turn themselves into a Curl Power hero. This code was used on our print ad and got a high interaction rate. We used this filter to create a real photobooth for Beauty Con.
We noticed there weren’t many giphys that represented #curls #curlygirls so we created #curlpower giphys!
“@aussiehairusa thank you for making a booth where curly women of all ethnicities became SUPER HEROES ?!? I grew up seeing Barbie dolls, brats dolls & celebrities all having straight hair. To hug little curly girls & say “look, that’s a curly super hero!!” speechless. ”
