Hair care brand Odele has debuted its first national brand campaign, focusing on one’s complex relationship with their beloved locks.

The “Get Along With Your Hair” campaign underscores the power of this long-standing relationship between consumers and their hair; it’s a personal journey, with ups and downs, ages and stages. Through it all, Odele says it wants to help consumers work on the relationship with what some may attest their most treasured asset with the new campaign.

Per the results of a recent Wakefield Research nationwide study of 1,000 women ages 18 and older, 68% of women said good hair days reflect the trajectory of their day. Interestingly, half of women (50%) said their relationship takes more effort than at least one important human connection in their lives, including friends, family or colleagues. In addition, 92% frequently find themselves at odds with their hair, further demonstrating this nuanced relationship.

Hair’s To Good and Bad Hair Days

Together with advertising agency Slim Creative, both helmed by a trio of female founders, the campaign strategy was built around the intrinsic relationship consumers have with their hair throughout their lives, along with intimate, diverse milestones and memories they associate with it. The integrated campaign is airing nationwide across connected TV, social and digital platforms. In addition, throughout July and August, there will be over 60 out-of-home ads throughout Chicago. Chicago was selected for the brand’s first foray into out of home advertising (OOH) for its strong consumer base and retail presence for Odele, as well as a nod to the brand’s midwestern roots.

“This campaign is about celebrating and embracing the journey–whatever that looks like for you,” explained Lindsay Holden, co-founder, Odele. “It’s personal but relatable; reminiscing about that time your mom gave you a questionable bowl cut, bonding over the decision to get bangs, taking risks, complimenting others on their hair style or color. Celebrating good hair days (and commiserating on the bad ones) are truly ties that bind. Your hair is one of the longest relationships you have; you literally grow together. This growth idea of embracing the journey over the destination for our first campaign felt spot on, a platform upon which we can continue to build.”

Visuals from the campaign spotlight assorted best-selling Odele products including volumizing, smoothing and moisture repair regimens, hair oil, dry shampoo, clarifying shampoo and more. The product line is available at Target, Ulta Beauty and CVS Pharmacy.