Social

BHS Haircare
Hot Girl Wash

BHS Haircare wanted to make dandruff shampoo cool for Gen Z, so we took one of TikTok's biggest trends and gave it a good lather.

Client

BHS Haircare (P&G)

Agency

Movers+Shakers

My role

Strategy Director

Woman in a bathrobe and towel turban posing with BHS Haircare Damage Repair bottles

Flake-free and fabulous

The challenge

If a brand asked you to make dandruff shampoo “cool,” it might leave you scratching your head. But the truth is, dandruff shampoo is cool, because it leaves you empowered and flake-free. As strategy director, my job was to make that truth shine.

The insight

To win over Gen Z on TikTok, we didn't need to invent a trend. We needed to remix one they already loved. #hotgirlwalk had racked up 597M views, and it had exactly the sass, fun, and viral spirit we were after.

The idea

The Hot Girl Wash: an electric custom track with “Hot Girl Wash” at its center, built to get women excited about shaking up their shower routine, with influencers leading the charge.