10.02.15
Just for Me haircare has launched a new campaign - the #5FingerChallenge on Instagram.
It promotes a less stressful 'wash day' for parents and children - and features actress Christina Milian and her daughter Violet.
"Our research shows that wash time for children with textured hair and their parents can often be unpleasant and stressful. Just for Me hopes to untangle the fear and anxiety that is associated with 'wash day' by offering moisturizing and detangling products, reducing tangles and breakage, and also encouraging the process to be fun and enjoyable." – Robert Candelino, VP, Haircare for Unilever, US
Milian and her daughter will post an inaugural campaign video on Milian's Instagram handle on Friday, October 2nd, highlighting their own Happy Hair Day while demonstrating the efficacy and detangling benefits of the Just for Me Hair Milk Collection by running "5 fingers" through Violet's detangled strands. Milian will close the Instagram video by challenging other moms to take the #5FingerChallenge, and encouraging them to tag their fellow moms on Instagram as a way to nominate peers to join the movement.
The brand's colorful packaging, shown above, is designed to appeal to kids - and their parents.
It promotes a less stressful 'wash day' for parents and children - and features actress Christina Milian and her daughter Violet.
"Our research shows that wash time for children with textured hair and their parents can often be unpleasant and stressful. Just for Me hopes to untangle the fear and anxiety that is associated with 'wash day' by offering moisturizing and detangling products, reducing tangles and breakage, and also encouraging the process to be fun and enjoyable." – Robert Candelino, VP, Haircare for Unilever, US
Milian and her daughter will post an inaugural campaign video on Milian's Instagram handle on Friday, October 2nd, highlighting their own Happy Hair Day while demonstrating the efficacy and detangling benefits of the Just for Me Hair Milk Collection by running "5 fingers" through Violet's detangled strands. Milian will close the Instagram video by challenging other moms to take the #5FingerChallenge, and encouraging them to tag their fellow moms on Instagram as a way to nominate peers to join the movement.
The brand's colorful packaging, shown above, is designed to appeal to kids - and their parents.