78-Year-Old HASK Targets Millennials To 'Repair With Care' Their Hair

HASK, around since 1946 and an acronym for “Hair and Skin Kindness,” on Wednesday launches “Repair With Care,” a campaign representing a number of firsts for the 78-year-old brand: its first social-first campaign, its first zeroing in on millennials, and its first focus on reparative hair treatments rather than shampoos and conditioners.

“We know that women today are focused on hair health and repair, and we believe Hask has an important role to play on her journey toward her healthiest hair,”  Vice President of Marketing Jaime Kontz tells Marketing Daily.

Designed to  “reintroduce HASK to a younger millennial consumer,” the social-first campaign invites that target audience “to turn self-care into self-confidence.” The ads feature women doing such tasks as washing and blow-drying their hair, described as “small acts, mighty moments.”



In addition to GIFs and :15 videos, “Repair with Care’ includes user-generated/influencer content, including on Meta, TikTok posts, Instagram Reels and Stories, Snapchat and YouTube.

These brand ambassadors, Kontz says, will share “their top repairing routines, styles and tips with HASK products,” including Keratin Smooth, Biotin Boost and Tea Tree, with “a steady stream of content that supports HASK’s hero collection, Argan Oil.”

Repair with Care comes on the heels of a packaging update, boasting what Kontz says is “a cleaner, more simplified design, new logo, tagline, and color palette -- all created to enhance brand experience on physical and digital shelves.” The packaging also includes “new clean beauty call outs” calling attention to HASK’s  “leadership in clean beauty standards.”

The brand has changed more than the label, though, which should also appeal to eco-conscious millennials.

All bottles are now made from PCR plastic, Kontz explains, and all cardboard boxes and displays are now produced using wind power.

What hasn’t changed are the brand’s amber-colored bottles.

Hask has also just redesigned its website, where all its products are for sale. The brand is also sold through Amazon and at such retailers as Target, Walmart, CVS and Walgreens.

The “Repair with Care’ campaign will run through year’s end.

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