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The Unilever brand has launched its #5FingerChallenge push across Instagram, an initiative entailing a partnership with Christina Milian
Just for Me has rolled out its #5FingerChallenge campaign, a programme promoting a less stressful ‘wash day’ for parents and children alike. To kick off the push, the brand has partnered with singer-songwriter and actress, Christina Milian and her daughter, Violet.
The products’ premise is focused on the alleviation of the hair detangling struggle parents and children face, to allow for less time spent worrying and more time spent enjoying the haircare process. Promoting a seamless and painless process, a core element of the campaign is ‘Happy Hair Day.’
“Our research shows that wash time for children with textured hair and their parents can often be stressful. Just for Me hopes to untangle the anxiety associated with wash day by offering moisturising and detangling products, encouraging the process to be fun and enjoyable,” said Robert Candelino, VP, Haircare for Unilever, US.
Milian and daughter will post an inaugural campaign video on the Hollywood icon’s Instagram handle on 2 October 2015, highlighting their own ‘Happy Hair Day’ while demonstrating the efficacy and detangling benefits of the Just for Me Hair Milk Collection by running ‘5 fingers’ through Violet’s detangled strands.
The clip closes with a call put out to mothers to accept the #5FingerChallenge by tagging their fellow mums on the social site so they nominate peers to join the movement. The brand has also tapped into a number of online influencers, including Instagram sensation London Scout, to help spread the word and raise awareness.
These mommy-daughter duos will demonstrate how to avoid the above struggles using the Hair Milk Collection via long-form videos and blog posts. Also, Just for Me and Walmart will be co-hosting 100 in-store ‘Happy Hour’ events nationwide, including cities such as Los Angeles, Dallas, New Orleans, and Washington DC.
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