BELLAMI Hair felt that attitudes and conversations about hair extensions — both inside and outside the industry — needed a glow up.
With the help of international boutique ad agency Fred & Farid and a bold global marketing plan, the brand has set out to bust myths and shift perceptions around hair extensions, and to normalize them as part of everyday beauty.
To usher in a new three-part campaign series united under the multimedia brand story “Beautiful Extensions of You,” BELLAMI partnered with Highlight Artists, the L.A.-based talent agency for beauty professionals.
It also named agency co-founder and celebrity hairstylist Jen Atkin as BELLAMI's first Global Brand Ambassador.
“This collaboration is more than a celebrity stylist endorsement. It's a strategic alliance with the industry's most respected talent," the brand says, "to normalize hair extensions as part of your everyday routine, expand stylist and client perception of the category, and reinforce professional expertise.”
Highlight Artists will bring its collective of industry-leading hairstylists into “Beautiful Extensions of You” campaigns, says the brand, after it approached Atkin “following overwhelming requests from the BELLAMI stylist community, who identified her as the partner they most wanted to learn from.”
Atkin calls the partnership with BELLAMI a no-brainer. “Extensions should be about showing off your vibe and individuality, not just a beauty extra," she says.
“We're here to flip the script by making extensions feel fun, aspirational, and something both consumers and pros get excited about.”
The first ad campaign in the series, “Be Full of Yourself,” is designed to update conversations around hair extensions between professional stylists and their clients, and to inspire consumers to embrace extensions as a vehicle for self-expression.
"Shaped by both community and consumer insights, this campaign is about celebrating confidence and individuality," says Charlotte Watson, BELLAMI's Chief Marketing Officer.
"Through compelling, aspirational storytelling and the guidance of top stylists, we're inspiring everyone to achieve personalized, flawless hair that feels authentic to them."