Client:

CLAIROL

Industry:

BEAUTY

Services:

SOCIAL MEDIA
INFLUENCER
CREATIVE

ABOUT:

Base Beauty built Hairitage, a cultural platform for Clairol rooted in the truth that hair is one of the most personal expressions of identity, heritage, and community.

DELIVERABLES:

Social media management, influencer management, event design, and event production.

KEY
CHALLENGES:

Hair is culture in Black and Hispanic communities. Clairol needed a platform that could show up in those communities with real intention, not just seasonal messaging dressed up as cultural relevance. The challenge was building something ownable that did not just appear during cultural moments but actually belonged there.

PROCESS:

Base Beauty created Hairitage around a single honest insight: hair is heritage. The platform came to life across Hispanic Heritage Month and Black History Month through a series of 360 brand experiences that treated culture as the creative brief. Rather than running two separate activations, we built them as a connected system, each one informed by the last. The experiences were intentionally intimate and participatory. Artist-led activations, hands-on moments, conversation prompts, and an audio guestbook that captured real voices from real people in the room. Every detail was designed to generate authentic content that could travel well beyond the event itself. A parallel social ecosystem kept the platform alive between moments, connecting the physical and digital into one continuous presence.

Solution:

Hairitage was designed as both a cultural platform and a content engine. Each event acted as a catalyst, generating waves of creator and community-driven storytelling that extended the life of every moment. A tiered creator mix balanced authenticity with scale, while the cultural specificity of each experience created natural conditions for organic content. Experiential, influencer, and social were not separate tracks. They were built to compound. Each phase fed the next, turning individual cultural moments into sustained community presence.

OUTCOME:

Hispanic Heritage Month drove a 24.5% increase in average monthly engagement, 67K total organic engagements, and 40 plus pieces of organic UGC. Black History Month continued the momentum: content achieved 3.6x higher views than the brand average and 127% more shares than benchmark.

The numbers reflect something harder to manufacture than reach or impressions. Hairitage earned genuine participation. What started as two tentpole activations became an annual platform with its own cultural logic, one where each moment built credibility for the next. Clairol moved from showing up in the conversation to being a meaningful part of it.