Drybar campaign encourages polygamy—with its hair products
‘Feeling Polyglamorous?’ encourages women to try multiple … products
Editor's Pick
Campaigns in the hair styling category are not always edgy. In fact, most are arguably basic. But a new ad from Drybar created by Razorfish toes the line between edgy and promiscuous as it invites customers to “pleasure themselves” with “more than one” in a polyamorous relationship—with the brand’s hair products, that is.
The campaign, titled “Feeling Polyglamorous?”, features visuals typical of a hair product campaign—women spraying their hair, testing products and more—backdropped by a voiceover riddled with sexual innuendo.
The voice tells of a hair affair between the customer and all of Drybar’s suite of products. Over 80 products promise to please consumers “over and over and over again” with something to “dabble, tease and play” for everyone.
Digital banners also use innuendo to insinuate relationships with hair products.
The campaign aims to provoke women to try endless combinations to mix up their hairstyles in a different way, as the hair category is cluttered. The campaign will air on digital and social channels including online video, YouTube, Meta, TikTok and more.
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