Procter & Gamble’s Hair Biology—a hair care brand designed for the specific needs of aging strands—has released its first national ad campaign. Showcasing the beauty, energy and power of women over the age of 50, the campaign was created in partnership with Fancy, a 100% women-owned creative boutique recognized for work that elevates and amplifies what matters to women.
 
Hair Biology, available exclusively in-stores and online at Target, encompasses four lines—Silver & Glowing, Soft & Hydrated, Full & Vibrant, and Styling Products—to address specific changes that occur with aging hair. Key ingredients include caffeine, biotin and argan oil, according to the P&G-owned brand.
 
In the campaign, Hair Biology says it is reframing “the signs of aging” conversation by shifting the emphasis from undesirable fine lines, gray hairs and gravitational pull, to the many enviable signs and attributes of age, like confidence, knowledge and achievement. The Show Your Age creative is billed as a rallying cry to all women to embrace their unique and beautiful edge. It features three women, in their 40s, 50s and 60s showing off her strength and owning and loving her look. 
 

 
Katie Keating and Erica Fite, the co-founders of Fancy are both 50+ and have worked on beauty accounts throughout their careers. 
 
The campaign features online video, social, radio and print. Highlights include YouTube, Hearst, and Conde Nast pre-roll, along with a National Radio buy on Entercom Audio Network, Premiere Radio Networks (iHeart), Skyview Networks, and Westwood One stations. 
 
Hair Biology, available exclusively in-stores and online at Target, encompasses four lines— Silver & Glowing, Soft & Hydrated, Full & Vibrant, and Styling Products—to address specific changes that occur with aging hair. Key ingredients include caffeine, biotin and argan oil.