Kao Salon Division Introduces #WORTHTHEWAIT

A Consumer Call-to-Action Supporting the Recovery of the Salon Industry


Kao Salon Division introduces #WorthTheWait, a global social media campaign that celebrates and underscores the unique and intimate relationship every stylist shares with its clients. #WorthTheWait is another component of the larger Kao Salon Industry Recovery Initiative, a program of multiple, carefully constructed support campaigns designed to address the unique challenges facing the industry and its professionals as they look to reopen their businesses. 


The new campaign launched on 17 April 2020 was introduced on Facebook and Instagram via a series of creative content that sparks an emotional connection with consumers, reminding them of the significant role their stylist plays in their life.  This global consumer-targeted campaign targets different types of salon clients and encourages them to wait for their next appointment before attempting any desperate measures at home to cut or colour their hair during this extended period of confinement.


“As we thoughtfully analyzed how we could best support this industry to recover, we examined the most meaningful shared values amongst all professionals and, with that, continuity of client relationships continually emerged as a critical element,” says John Moroney,  Global VP of Creative and Communication, Kao Salon Division. We know stylists spend months and years cultivating individual client relationships to amass their following. Maintaining these relationships almost always requires the stylist to go above and beyond providing salon services, acting as a close friend, confidant and more. What better way to honour their hard work than to create a consumer movement that puts a spotlight on this truly unique dynamic.


Each piece of creative content deployed by Kao Salon will include insightful copy that inspires consumers to reflect on how critical their stylist is, both personally and professionally. It will highlight the human element of the relationship, as well as the critical skill set stylists possess. All content will be brand agnostic and supported with advertising across Facebook and Instagram, driving impressions and engagement. What’s more, each stylist and salon will be able to repurpose the content on their own channels, allowing their clients and followers to engage with the post via an ownable dialogue.

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