We worked off the insight that the beauty industry is simply saturated with products, and sticking to one product is just not a reality for most. The answer to that insight was to openly and boldly embrace product exploration.

Let’s give the people what they’ve been missing in the bathroom—permission to explore and discover different products and tools—more glam, less monotony. This campaign is all about what fun it is to ignore the typical marketing noise calling for product loyalty and start experimenting in front of the mirror. An invitation to test and play with all the Drybar combinations that help to keep things spicy and your hair—stunning.

Role: Creative Direction
Media: Campaign, TV, Social Media, Out of Home