Brand Watch: Bed Head Celebrates Creativity

Bed Head by TIGI is putting a spotlight on inclusivity and self expression with the help of multiple unique voices.

The Unilever hair care brand in April launched the “Creativity Without Compromise” campaign. The effort spans the rest of the year and illustrates how hair styling with various Bed Head products can be a gateway for expressing oneself for any talent or background type.

“Staying true to our mission to unleash creativity, we searched for creatives from diverse walks of life that matched our bold, unapologetic mission to challenge the status quo,” says Nataly Avila, head of TIGI Professional, Americas, Unilever. “We enlisted Colin Dougan, a Calgary, Alberta-based director, to bring this campaign to life and help source talent.”

In all, 10 creatives will be showcased during the campaign, which kicked off with U.K. artist Taynee Tinsley and celebrity yoga instructor Jonah Kest. More than 200 pieces of content have been developed for the campaign to leverage across multiple outlets, including social media, paid ads, long- and short-form videos, static assets and in-store displays.

Bed Head is utilizing assets from the campaign to create engaging store displays for Ulta Beauty, one of the brand’s largest in-store retail partners, Avila says. For its online retail partners — such as Amazon, Target and Walgreens — Bed Head will incorporate its “how to use” short-form product videos to tie back to the campaign and inspire consumers to try different hairstyles, pushing the boundary of creativity.

While developing the content and throughout the campaign, Bed Head places an emphasis on highlighting styling products best suited for curly and textured hair, such as Foxy Curls contour curl cream.

“We want to increase consumer knowledge and build a deeper education about our styling products developed specifically for curly hair and our commitment to championing creativity for all hair textures, styles and colors,” Avila says.

The brand is using a #CreativityWithoutCompromise hashtag on social media to encourage creatives worldwide to share their hairstyles and tout the availability of Bed Head products at retail.

“This was a big reason why we went the creative versus model approach for this campaign — many of the talent have been inspired to create their own content in tandem with our assets and posted to their personal social channels,” Avila says. “Generating additional organic and authentic content was important to us to illuminate the true essence of Bed Head by TIGI and the inspiration behind our campaign.”

Besides Dougan serving as the visionary and a creator for the campaign, Bed Head worked with its agency partners at Razorfish to create and amplify its paid strategy, and Edelman to develop messaging.