Thai women know what good hair should be like; shiny, straight and sleek. There is no reason to redundantly communicate the image of the perfect hair as all hair commercials have been doing for years. However, Thais often forget that having bad hair is a reflection of poor appearance and how well a person takes care of themselves.

The posters are illustrated in the style of a comic strip.

Along with a nationwide campaign, these posters contributed to a 65% rise in sales of Watsons treatment wax.