INSPIRATION: Waterless hair care was developed during South Africa’s water crisis. Women had to cut down on washing their hair, so Waterless was made to keep hair looking good on non-wash days.
BRIEF: Launch Waterless in the U.S. and show the diverse solutions for all hair types.
IDEA: Born in Cape Town. Made for the world.
For the social campaign, we cast women in Cape Town who lived through the water crisis, and had them tell us their real experience using the products when they couldn’t wash their hair.
Social videos captured real in-use moments.
Christina uses the dry conditioner to freshen up after surfing.
Saskia uses the dry shampoo foam to keep up her curls on busy days.
Shumarai uses the hair balm to nourish her afro. Bonus, she’s also conserving water.
Near major retailers, like Target and Walmart, outdoor ads told women about Waterless.
The TV commercial introduced Waterless to the rest of the world.