In order to get women to donate their hair for wigs, we invented a new haircut which we called BraveCut. All the hair we cut goes into wigmaking. So donation doesn’t feel like donation. It feels like fashion. We helped it become popular when Romania’s most popular TV presenter, Andreea Marin cut her live on TV and got a BraveCut with its signature element: the hair is left longer on one side and shorter on the other. The haircut was covered by fashion magazines and shows until it became the latest trend out there: doing good was back in style.
Campaign Success
We designed the first statement-haircut together with the most awarded hairstylist in the country, Sorin Stratulat, to make it both wearable and recognizable. We launched it when one of the most well-known TV presenters in Romania, Andreea Marin, cut her hair live on TV and got a BraveCut. Fashion magazines covered the news of the new haircut and soon, everybody wanted one, from local celebrities to regular women. Hair salons started to offer it for free, and they all received a special BraveCut promotion kit: posters, hair collection bags, stickers, and so on. BraveCut became a national sensation as the trend in hairstyling: if you would wear it, you would not only be in fashion, but have donated for a good cause. You could see it everywhere from fashion catwalks, to TV shows and news, to other brands commercials. Pop up hair salons were requested by major universities
Describe the success of the promotion with both client and consumer including some quantifiable results
More than 2400 women donated
92 Kg of hair
That can deliver 651 wigs
That is 48 times more than the whole last years donations
48 TV News
On 7 different TV channels
A movement has started
And it’s spreading
Explain why the method of promotion was most relevant to the product or service
Women find it hard to part with their long hair. But are easily persuaded by fashion trends. So we invented a donation that didn’t feel like a donation: it felt like fashion. We invented a new haircut and called it the BraveCut. We gave BraveCut a recognizable signature: the haircut is shorter on one side and longer on the other. Then promoted it on every channel as the haircut of the year, where every hair cut would be used to make wigs for cancer patients.
We knew how attached women were to their long locks- it’s part of their image. Especially with celebrities that have a personal brand to keep. So we decided to stop asking to give something up- instead, we asked them to be in fashion. Our mission? Ask a woman to be a trendsetter and help for all the right reasons.