For the derm-obsessed folks at Curology, follicles were top of mind when launching their personalized hair growth treatment Hair Formula RX, because healthy hair starts with the follicles in your skin.

Nothing says “healthy hair” like the big, flowing manes of the 80’s. We tapped into retro nostalgia and connected follicle health with big-haired aerobic tropes of the past to create a whole new category of hair care: Follicle Fitness. Curology’s experts played a starring role, providing education about what goes into making follicles fit.

We developed a multi-channel campaign rooted in the power and repetition of fitness routines to encourage people looking to bulk up their hair to work out their head skin the way they do their body.