(Photo : Odele)

Odele has launched its first national brand campaign, "Get Along With Your Hair," celebrating the lifelong journey individuals have with their hair. 

Directed by Carissa Gallo, the campaign features 15- and 30-second spots airing nationwide across connected TV, social media, and digital platforms. 

Visuals showcase Odele's best-selling products, including the Volumizing, Smoothing, and Moisture Repair regimens, Hair Oil, Dry Shampoo, and Clarifying Shampoo. 

Additionally, over 60 out-of-home ads will be displayed throughout Chicago in July and August, marking Odele's first venture into this advertising format. Chicago was chosen due to its strong consumer base and retail presence, as well as the brand's Midwestern roots.

A recent Wakefield Research study of 1,000 women over 18 found that 68% reported their hair's appearance influences their day, while 92% often struggle with their hair. These findings highlight the complex relationship people have with their hair, which Odele aims to address with this campaign.

"This campaign is about celebrating and embracing the journey-whatever that looks like for you," Lindsay Holden, co-founder of Odele, explained in a press release. "Your hair is one of the longest relationships you have; you literally grow together."

Odele collaborated with Slim Creative of New York on this campaign, selected after a competitive pitch in 2023. 

Both companies are led by female founders, and aimed to create a campaign reflecting the natural relationship individuals have with their hair. 

"We wanted to be real and raw with the challenges and triumphs of our hair, sharing the daily realities rather than focusing on just the aspirational," said Julie Liu, co-chief creative officer at Slim Creative.

Odele, meaning "to share" in Norwegian, was founded by Holden, Britta Chatterjee, and Shannon Kearney. 

Since its launch in 2020, the brand has expanded its nationwide distribution to major retailers and gained significant recognition through media coverage and beauty awards.