Not quite as blunt as the long-running Herbal Essence campaign which has no problem trying to make us believe its hair care products will give women thunderous orgasms, this new Euro RSCG London-created campiagn for VO5 Hot Oil more subtly eludes the the notion, somehow, hair care products do, in fact, give women orgasms.
The print campaign, with headlines like, “It took my by surprise in the shower,” The best 60 seconds in my life, “I glowed afterwards, ” It hasn’t felt this good in ages” and “Oh. My. God,” aims to “reinvent the cult status of VO5 Hot Oil as a miracle product in a manner similar to that women’s exercise product on Mad Men which, yes, gave women orgasms.
VO5 Global Marketing Director Vicky Metcalfe is all aglow herself about the campiagn saying, “We were very excited about this campaign as soon as the idea was presented. We love the impact of the gorgeous hair close ups combined with the bold and evocative statements that make you smile and want to know more.”
Indeed. Does it work for men too? We need a fair amount of hair care product-induced enjoyment ourselves.
