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Hair Inequality by ATH

Unilever Haircare

Shining a light on hair inequality faced by women with 4c hair on Unilever’s haircare platform – All Things Hair.

Gold Badge 2023 BW 250
Best Use of Digital PR
Lovie 2023 Badges Winner Bronze 2 BW 250
Bronze for Fashion & Beauty Website and People's Lovie
GDEA23 Finalist Badge2 768x622 BW
Best Digital PR Campaign

630M

Potential reach

31.1M

Estimated views

760

User engagement

Brief

Unilever’s award-winning lifestyle inspiration platform, All Things Hair, sought to champion Black History Month in the US by aligning themselves with consumers seeking haircare for type 4 hair, while earning quality backlinks to site.​

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Solution

We created a nationwide survey for the US market following initial market research, the results of which were pitched to leading beauty and lifestyle editors to write unique, innovative stories for their readers – putting ATH’s purposeful contribution at the forefront.

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What we did

Initial research revealed that those with 4c hair types regularly needed to spend more time and money to access quality haircare than all other hair types in the US. We conducted a survey to gain more insight into this challenge, identifying a huge disparity in the availability and price of essential haircare options for US women with 4c hair.​ Using data points from the survey, we created a landing page on the site illustrating the inequalities faced by those with 4c hair type, as well as creating press assets for news, lifestyle and beauty media to report on the findings.

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Results

The digital PR campaign was picked up by media across the US resulting in 52 articles written and backlinked to ATH gaining attention and features in high-authority domains like Afro, Essence, The Huffington Post and Hola! By offering research and data-driven content based on a people-first approach, this campaign reached millions of readers with an estimated 31.3 million views – not just in the US but worldwide as we expanded digital PR activity to the Brazilian market. As a result of monthly DPR activity in the US and Brazil markets, ATH’s organic site performance grows year on year with a 156% traffic increase on the BR website and 76% on the US website compared to 2022.

‘All Things Hair and our partnership with Greenpark is an extremely important element of driving interest and engagement with consumers across multiple markets. The platform represents a unique take on brand publishing today. It’s great to see our efforts being recognised by winning awards at Lovie Awards, CMA, Global Content Awards and more.

Tina Martin

GLOBAL HEAD OF SEARCH, CONTENT & DIGITAL ENGAGEMENT FOR HAIRCARE

Unilever

Lucy Lovell bw 1

Lucy Lovell


Global Business Partner - Beauty

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