Women need to #DitchTheDrama as hair problems get in the way of life, says P&G

By Andrew MCDOUGALL contact

- Last updated on GMT

Aussie Hair launches ‘Sh*t Girls Say’ video for #DitchTheDrama promo

Related tags: Hair

A bad hair day can have a big impact and make women avoid doing things like wearing a hat, rolling down a window, or even getting intimate for fear that it will mess up their ‘do’. Apparently this is common, and the driving force behind Procter & Gamble brand Aussie Hair’s latest #DitchTheDrama campaign.

Teaming up with Twitter and YouTube comedy series, ‘Sh*t Girls Say’, Aussie is looking at the funny side of hair routines to encourage women to care less about their locks.

A new Omnibus survey conducted by Aussie Hair shows that hair drama has a big impact on all areas of life, from parenting to social activities to even personal safety.

According to the results, 69% of women admit to refraining from certain activities, such as rolling down the car window or wearing a helmet, to protect their hair.

Restricting

The Aussie #Hairprobs Survey uncovered insights into how women really feel about their beloved ‘do’s and how this affects them, such as by running late or missing out in social situations.

Apparently, women run late an average of one day per week due to hair ‘drama’ and 40% of women under 40 cried at least once over their hair in the past six months, says the survey.

It also found that one in three mothers say their hair requires more time than getting their kids ready in the morning , while women spend 20 minutes per day on their hair, translating to a full work week each year

In some cases it is even taking its toll on the love life, as seven percent of women admitted to avoiding getting intimate altogether to preserve their hair style.

Campaign

Utilizing these survey results, Aussie is encouraging women to #DitchTheDrama and spend less time and energy on their hair, in partnership with the “Sh*t Girls Say” video series to show the comical scenarios that result from hair drama.

The P&G brand says the ‘Sh*t Girls Say About Hair’ video is designed to “spark conversation around how complex hair routines can get in the way​” and inspire women to #DitchTheDrama.

Of course there is a product to sell, in this case Aussie’s Total Miracle 7N1 Collection,and the campaign will also offer tips and tricks to streamline hair care routines And an exclusive video series with step-by-step how-to tutorials for easily-achieved styles, available now on the Aussie YouTube channel.

The Aussie #Hairprobs Survey was conducted by Wakefield Research among 500 US women, between December 22nd, 2014 and January 5th, 2015, using an email invitation and an online survey.

Related topics: Digital, Market Trends, Hair Care

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