Let's Get Cleanical

CHALLENGE:

Amika is a Brooklyn-based haircare brand with a loyal following. They asked us to launch their shampoo + conditioner line, with a campaign that highlights the science behind their clean and effective formulas for diverse types of hair while maintaining the brand’s colorful and relatable tone of voice.

SOLUTION:

We decided to focus on the clinical aspect of the products but in an Amika way. So, we created ‘Let’s get Cleanical’, an 80s-inspired campaign where the Amika R&D department takes the stage to walk us through some of the most impressive clinical highlights of the new shampoo + conditioner product range.

PRODUCTION:

We partnered with French photographer and director Boris Ovini, known for his edgy editorial work, or his Skims campaigns. On the other hand, we brought in Brooklyn-based Heidi’s Bridge, an established photography and set design studio with extensive experience in food, to create the juiciest product compositions, as well as the set design of the campaign. The combination of these two teams truly delivered something fresh and unexpected.

RESULTS:

The strongest-performing branded content to date with 12.8% lift on YouTube and a 22% lift among the 25-34 demographic, Amika instantly became the Number 1 haircare brand in Sephora and the most trafficked brand on sephora.com. Lastly, it produced a +35% growth in their shampoo and conditioner category.