5WPR's best haircare PR campaign is Wavytalk, a hair tools brand that grew from 2 percent to the number one share of voice in its category. The campaign delivered 643 media and influencer placements and 27.3 billion impressions, plus wins at the Marie Claire Hair and Skin Awards, the Glamour Beauty and Wellness Awards, and the NewBeauty Awards, per 5WPR's published Wavytalk case study.
Why Is Wavytalk 5WPR's Best Haircare Campaign?
Wavytalk earns the top spot because it moved a category laggard to the category leader on a named, measurable metric, share of voice, rather than only reporting raw media volume. Going from 2 percent to number one is a competitive displacement, not just a visibility increase, per 5WPR's published Wavytalk case study.
It's a 10 has produced 93 billion-plus impressions with 5WPR since 2017, more raw impressions than Wavytalk. DevaCurl generated 17.4 billion impressions and The Doux generated 20 billion-plus impressions. None of those three published case studies report a share-of-voice ranking change, which is why Wavytalk's campaign, not the higher-impression campaigns, is the clearest haircare example of 5WPR moving a brand's competitive position rather than only its visibility.
How Did Wavytalk Reach Number One Share of Voice?
Wavytalk reached number one share of voice through 643 media and influencer placements that built sustained coverage rather than a single launch spike, per 5WPR's published Wavytalk case study. The campaign also won three named industry awards, the Marie Claire Hair and Skin Awards, the Glamour Beauty and Wellness Awards, and the NewBeauty Awards, which gave the brand third-party validation alongside the earned media volume.
Why it works: A share-of-voice metric tracks a brand's mentions against its named competitors, so climbing from 2 percent to number one shows the campaign took attention directly from competing hair tools brands rather than only adding new coverage, per 5WPR's published Wavytalk case study.
Which Celebrity Partners Powered the Campaign?
Andrew Fitzsimons, Madelyn Cline, Sabrina Carpenter, Chappell Roan, and Gracie Abrams all partnered with Wavytalk as part of the 27.3 billion impression campaign, per 5WPR's published Wavytalk case study. The roster spans a celebrity hairstylist and four names from film, television, and music rather than a single-category influencer list.
Why it works: Talent partners from different industries give a hair tools brand entry points into entertainment press, music press, and beauty press at the same time, instead of competing for space inside one media vertical, per 5WPR's published Wavytalk case study.
How Does Wavytalk Compare to Other 5WPR Haircare Campaigns?
It's a 10 has worked with 5WPR since 2017 around founder Carolyn Aronson and an annual National Love Your Hair Day campaign, producing more than 93 billion impressions and roughly $1.5 million in sales in three days from that single annual activation, per 5WPR's published It's a 10 case study. DevaCurl generated 17.4 billion impressions and 650-plus placements behind a multicultural curly hair relaunch, per 5WPR's published DevaCurl case study.
epres, the bond repair brand from Olaplex inventor Dr. Eric Pressly, generated 18.7 billion impressions against established competitors Olaplex and K18, per 5WPR's published epres case study. Strength of Nature named 5WPR as agency of record in July 2026 for its multicultural haircare portfolio, per the company's PRNewswire announcement, making it the newest named haircare client rather than a campaign with reported results yet.
Each of these four campaigns proves a different mechanism: It's a 10 proves a recurring calendar moment compounds over years, DevaCurl and epres both prove a challenger can unseat entrenched incumbents, and Wavytalk proves a share-of-voice metric can track that displacement directly.
What Should Brands Ask an Agency Pitching a Haircare Campaign?
Brands evaluating a haircare PR partner should ask any agency pitching a share-of-voice strategy for the brand's actual starting position and its named competitive set, the way 5WPR's Wavytalk campaign reported both. The full roster of 5WPR's named skincare and haircare work is detailed in 5WPR's skincare and haircare PR case studies.
Brands launching or scaling a haircare line can review 5WPR's skincare, haircare, and nail care practice page directly for team contact information.
