Function of Beauty is a brand born and raised on the internet, a position which lends itself seamlessly to a digitally native image. The brand’s social campaigns historically had an alluring homemade quality that leveraged selfie footage, natural lighting, and shiny influencers. By 2021, Function saw that this longstanding creative approach typically reached gen z and young millennial hair care customers. While this is a great place to be, hair care doesn’t stop at 34. Interested in reaching women who remember life before cellphones, we began to look at the imagery, messaging, placement, and talent that had become synonymous with our campaigns, and ultimately felt we had an opportunity to try a new approach.

Embracing the change, our response was to leverage clean, lightly ethereal compositions that feature working professionals who are experiencing new life phases. We spoke about what’s important to them when it comes to hair care; like ingredients, quality, trust, and of course, why it helps to have a customizable shampoo that can change when you need it to.