How Amika's marketing aims to make prestige hair care more approachable [Yahoo! Finance]
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Source: Yahoo! Finance
Professional hair care brand Amika is doubling down on its roots for a global campaign focused on the unspoken connection between hair stylists and their clients. “On Your Wavelength” launched April 3 and spotlights Amika's top hair treatment products and authority as a salon-raised brand. The campaign, which arrives as the independent hair brand experiences a growth surge, is also meant to enforce Amika's long-time focus on community by speaking “shoulder to shoulder” with consumers, explained CMO Nilofer Vahora. “[Amika sits] at the intersection in a really incredible way between professional authority and emotional connection,” said Vahora, who joined Amika in December 2024. “We were founded almost 20 years ago by industry outsiders who really felt that there was an opportunity to make professional hair care feel more approachable.” The word "amika" means "friend" in Esperanto , according to a company blog post. Key to the campaign is a 30-second spot featuring Rashuna Durha
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