CHALLENGE

Girls don't engage with "hair damage" messages. Eight out of ten girls have damaged hair but of those only two acknowledge this and buy specific hair damage products. Most girls are in denial about damaging their hair because the outcomes and benefits of the things they do to their hair that damages it outweigh the consequences. At the same time they feel secretly guilty about what they are doing.

Connect with online audiences in a way which supports these girls in their drive to do what they like with their hair as a way to "open the door" to a conversation about hair damage.

INSIGHT

20 something girls are looking for content which inspires and informs them about the different things that they can do with their hair. While they may be settled into a routine, a girl may be curious about how she could do more with her hair but is aware of the damage that this may cause.

SOLUTION

A Facebook experience of 'Hair Dares' where girls can go to defy damage. It is a destination where girls can challenge both themselves and their their friends to take both 'wild & daring' or 'everyday' dares. The idea is to take a hair dare and then upload a photo of the resulting style to the Sunsilk gallery where visitors can vote on their favourite. The winners receive a fabulous salon day experience with the Sunsilk damage expert Thomas Taw.