Year after year, shampoo commercials bombard people with messages about beautiful hair. CLEAR shampoo launched a new ‘Scalp Nourishing’ variant, focusing on the importance of a healthy scalp, which is the real foundation for beautiful hair.

The challenge was; how we could shift consumers focus from not just having beautiful hair, but a really healthy scalp too.

We created a QR code hair tattoo with the collaboration of a stylist and an IT engineer. It was the ultimate medium to showcase the product benefit right there on the scalp. To make more people pay attention to their scalps; guerrilla troops were sent around city centres and celebrities were persuaded to adopt the QR code hairstyle to provoke people to scan the code, which then directed them to the Clear website.We reached more than 10 million people by generating massive free PR in every media vehicle dominated by celebrities, TV series, talk shows, magazines, newspapers and websites etc. Traffic to the website increased by 400% and people began taking extra care of their scalps.

Shift consumers focus from beautiful hair to a healthy scalp also. SOLUTION: We let the scalp tell the story. The ?QR-code hairstyle? was created with the collaboration of a hair stylist and IT engineer. It was the ultimate medium to showcase the product benefit. Then guerilla troops were sent around the city center to provoke people to scan the QR code. This led them to the Clear website. We persuaded a TV celebrity to adopt a QR code hairstyle, which led to a PR explosion in magazines, newspapers and fashion blogs to name a few. TRY IT! SCAN THE SCALP

Traffic to the website dramatically increased by 400%. With zero media investment, the campaign reached more than 10 million people through PR. The QR code hair styles became one of the hottest in town, but only people with healthy scalps could have one. People began taking extra care of their scalps.