Hyper-Custom Haircare

According to the drugstore aisle, there are four hair types. Prose challenges that completely, with over 79 trillion formulations based on individual needs.

Prose engaged our team for its first-ever national campaign, with the goal of reframing custom haircare as essential rather than a gimmick and to position Prose as the leader of haircare customization. 

We took inspiration from the fact that there are more potential Prose formulations than there are people on earth. And whether you live in the same ZIP code, have the same diet, or are genetically identical (we used a set of identical twins) your hair has entirely unique needs. To bring it to life we used a series of visual tricks of things looking the same but being entirely different to subvert people’s expectations.

Impact
We shifted perception of custom haircare from novelty to necessity.
65% of new customers cited subway ads in a post-transaction survey (AdExchanger).
The work was so successful it continued into a DRTV version of the campaign, reinforcing the campaign as a long-term brand and performance driver.