“SIGNS OF AGING”
HAIR BIOLOGY
Creative Campaign / Online Video / Radio / Print / Social
Press: Happi
The Hair Biology team had a big goal: Turn this scrappy upstart into P&Gs next billion-dollar brand. Designed for women 50+ in a beauty market that often overlooks them, this demographic is a force (with their $15 trillion in spending power)—yet they feel completely ignored by brands. We set out to change that by reframing the typical and tired narrative. Instead of focusing on the negative "signs of aging" other P&G brands taught us to look for (hi, Olay!), we celebrated the positive ones: wisdom, confidence, and the beauty that comes with experience.
“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
Our campaign was built to resonate deeply with women tired of being patronized and told to cover up, slow down, and cut and color their hair by the beauty industry. We focused on authentic representation while ensuring the campaign remained aspirational—acknowledging both the individuality and the shared strength of women over 50. The result? Increased market share and a move into out of the start-up pen and into the haircare portfolio at large—not to mention a positive shift in brand perception for P&G Beauty as a whole.
At Fancy, we speak both large CPG and start-up challenger brand. We have been trained with the rigor of large global accounts, and developed the agility to quickly build new brands on the move. We bring strategic creativity to the table, maximizing your budget to effectively reach audiences across multiple touchpoints. What this means for you is a tailored approach that delivers impactful results, helping you disrupt the category and set a new standard.