09.06.22
Shark Beauty, a part of JS Global Lifestyle Company Limited, is expanding its presence in the hair care category. The company has launched its FlexStyle Air Styling & Drying System, and a promotional campaign celebrating hair diversity.
The FlexStyle system is a powerful hair dryer combined with a versatile multi-styling tool, so users can style and dry at the same time.
Shark Beauty's first global brand campaign, "For All Hairkind," spotlights all hair types and the unique stories they tell, with the goal of helping consumers embrace their hair, regardless of length, color, thickness or texture.
The 30-second "For All Hairkind" spot will go live in early Q4, and will be accompanied by digital and social cuts showcasing how the product delivers an incredible array of styles for any occasion, with no heat damage.
Shark Beauty is investing in diverse partners at NBCu, including Telemundo, to promote stronger representation of all hair types in the media.
Shark Beauty is also introducing its Shark Beauty Collective with diverse celebrity stylists who have significant influence in the hair space: Glen Coco, Ursula Stephen and Dafne Evangelista.
The stylists will represent all hair types – the diverse, the eclectic and the yet-to-be celebrated – and help consumers celebrate their hair through brand activations and social media content.