To celebrate Herbal Essences' bio-renew partnership with Kew Gardens, the sensually provocative haircare brand has brought back its iconic in-shower moment - updated for today's natural-conscious consumer.
Back in the 90s Herbal Essences became renowned for its daring ads, where women were seen reacting orgasmically while they lavished their hair with its sensual shampoo.
Now, Herbal Essences wants to show it has 'grown up' from its notoriously cheeky spots to an empowering naturally conscious brand - without losing its sense of sass and fun.
The spot is the first work Mr. President has done for the brand and it centres around the proven power of botanicals to transform your hair.
In line with Herbal Essences' tropical-style showers, the spot opens with our heroine letting loose in a moment of blossomly bliss, against the backdrop of botanically-based beats.
As she rocks out, it soon becomes clear she is just in the midst of the palm house at Kew Gardens.
The campaign launches in the UK with TV at the beginning of June and will then TV will roll out in Germany and other European markets over the summer.
It’s the biggest UK-led campaign created in over five years, and covers TV, OOH, experiential, digital and social assets.
Discussing the new campaign, Celine Hernandez brand leader at Herbal Essence UK/Ireland, said: “Herbal Essences was born into nature with a free spirit and a joyful heart. Our bohemian roots still have the power to inspire young women today with products that merge the best of nature with science. We are very excited to launch this new campaign with sassy botanical power, unleashing Mama Natures Secrets for hair you want to flaunt.”
Adding to this, Jon Gledstone executive creative director and partner at Mr. President said: “Herbal Essences has long been known for its unforgettable advertising, so Mr. President is thrilled to have the opportunity to evolve the iconic brand for today’s consumer.
"With the help of Kew, we’ve unleashed nature in all its vibrant glory and the result is a sassy, uplifting and joyful campaign that celebrates natural beauty and moves you to flaunt the hair mama nature gave ya.”
