During Super Bowl LI, It’s A 10 Haircare debuted their first-ever primetime ad titled “Four Years,” with the goal of making America’s hair great again. The objective was to drive further awareness of the It's a 10 Haircare brand and to promote the company's expansion into men's grooming with the launch of the new 'He's a 10' collection. The commercial was a tribute to celebrating diversity by bringing America together one hairstyle at a time.