Hair Is Heritage: Building Community with Clairol’s Multigenerational Customers
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:
The experience was grounded in actual clinical treatments and real access to Dr. Obagi. That combination of authority and intimacy gave guests a meaningful experience, and the content reflected it. Base Beauty brought together the clinical setting and the right talent to create a moment built for both credibility and amplification. When the content is real, it resonates, and in turn travels further.
outcome:
The program generated over 2x EMV relative to activation spend. Beyond the numbers, the event repositioned ZO Skin Health as both clinically authoritative and culturally relevant, which is a harder thing to achieve than most brands realize. Concurrent partnerships with celebrity makeup artists during the SAG and Academy Awards extended the impact further, adding a layer of cultural timing that amplified the program well beyond the event itself.