“SIGNS OF AGING”

HAIR BIOLOGY

A woman with long hair, wearing an orange dress, dancing gracefully in front of large, glowing letters "AGE".

Creative Campaign / Online Video / Radio / Print / Social

Press: Happi

The farther along in life a woman gets, the more she’s told to cover up, to cut her hair, to withdraw. In hiding her age she hides herself. Instead of focusing on undesirable fine lines, gray hairs, and gravitational pull, we shifted the conversation to the many enviable signs and attributes of age, like confidence, knowledge, and achievement.

“Fancy was a great strategic and creative partner. they were deeply rooted in the consumer and brought a level of authenticity to all elements of the creative process from insight mining to creative development to production and editing. they were agile, scrappy and beauty focused and operated as real end to end partners.”

– Maris Croswell, Senior Brand Director at Procter & Gamble

A woman with long gray hair smiling, featured in a Hair Biology Thickening Treatment advertisement. Text reads 'Show Your Age.' The product bottle is visible in the foreground.

The creative features three women, in their 40s, 50s, & 60s, with gorgeous long hair, doing what is rarely expected from women of a certain age. They’re badass and better than ever. For more about the how and why of this campaign check out our blog.