Molly Sims x Color Assure

It’s a formula: celebrity delivers carefully scripted talking points about product, interwoven with slow motion, impossibly shiny hair inserts. We decided to do something different that would grab the press and public’s attention.

Nexxus wanted to promote their new Color Assure line, which prevents hair color from fading. We built off of a simple insight: red hair fades by far the fastest.

To help demonstrate the effectiveness of Color Assure products, we teamed up with actress and model Molly Sims. An iconic blonde, we created buzz by capturing her color transformation from blonde to vibrant red. This created massive amounts of conversation around the drastic color change and raised awareness around Color Assure’s ability to combat color fading.

By partnering with Molly Sims, Nexxus Global Creative Director, Kevin Mancuso, and Nexxus Colorist, Aura Friedman, we educated and inspired longer lasting hair color through content, targeted outreach and samples, and an engaging social contest.

The campaign earned millions of earned media impressions after being picked up by People, Refinery29, Allure, Cosmopolitan, and more. In addition, content garnered over 2 million views, the #PrimeColor hashtag garnered 1.1 million impressions, and overall social impressions came in at 76.1 million. All for a relatively small budget.