It's a 10 Haircare is the go-to haircare brand for salon professionals and clients across the world.
In partnership with It's a 10 Haircare, 5W created "National Love Your Hair Day". Falling on October 10th (10/10) of 2017, this new hair holiday was aimed at increasing the conversation around consumers' love for their hair and an embrace of all types of beauty.
This multi-faceted campaign wove together multiple story-telling elements - including digital, consumer activations, media and out-of-home advertising - to help tell It's a 10 Haircare's story and embrace all forms of hair and beauty.

Media Placements

Beauty Public Relations Case Studies � It�s a 10 � 5WPR


Times Square Takeover

  • 5W executed a Times Square takeover in NYC that included a digital billboard on the NASDAQ and It's a 10 Haircare street teams handing out 10,000 bottles of free It's a 10 Haircare Miracle Leave-In Product.
  • 5W created custom, short video content from the event, interviewing consumers on-site on what they love about their hair (featuring It's a 10 Haircare product).
  • Videos were shared across all social platforms for regional and national reach.
National Influencer Campaign
  • 5W used its relationships to activate influencers from across the world to partake in the It's a 10 Haircare, #loveisinthehair social campaign.
  • By tagging #loveisinthehair, influencers were able to share their unique or favorite looks, telling the world why they love their hair.
  • It's a 10 Haircare shared contributions from fans and consumers across their own social platforms.
Digital Presence
  • During this partnership, 5W supported an exciting one-day site-wide sale, for 25% off exclusively on National Love Your Hair Day.
  • A giveaway with Salon Centric generated further awareness, gaining 6k+ views and driving new followers to It's a 10 Haircare's Instagram.


The National Love Your Hair Day campaign saw 127MM media impressions and social amplification via 140 social influencers across Facebook, Instagram and Twitter, resulting in 10MM+ impressions.


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