K18 has teamed up with Cole Walliser, the operator of the viral high-speed red camera, Glambot, for a global campaign spotlighting its Leave-In Molecular Repair Hair Mask.
Running from 20 January to 28 February, aligned with awards season, Walliser leads the campaign as the Unilever-owned hair care brand sets out to turn the viral hair flip into a global movement.
This will be supported by Glambot, a high speed, slow motion camera that has become an essential stop for A-listers on the red carpet at events such as the Oscars and Grammys.
Five years on from the original #K18HairFlip moment, the campaign launches with a video featuring Walliser and an original song, titled ‘Flip It’, created to instigate social content and storytelling.
The #K18HairFlip first went viral as part of a hashtag challenge contest held by K18 in early 2022, which saw consumers post videos to TikTok showcasing their best hair flip to be in with a chance of winning a Sephora voucher and K18 treatment.
The campaign enlists a diverse international talent roster, including beauty creators, hairstylists, and science communicators.
Central to the campaign is an attempt to set a Guinness World Record, with K18 setting out to achieve the most hair flip videos shared on TikTok and Instagram within 24 hours.
This campaign goes beyond the record attempt, with K18 pledging to donate $20 to charity HairToStay for each video shared.
The nonprofit provides low-income cancer patients with financial subsidies to access scalp cooling treatments to reduce hair loss caused by chemotherapy.
A series of in-person activations will run as part of the campaign, including an event at Grand Central Terminal in New York City, US, on 19 February.
Visitors to the activation will be able to experience the Glambot experience, sample products, and capture content.
Sunveen Sahid, co-founder and CEO of the brand, said: “K18 was founded on the belief that real science should show up in real culture.
“The hair flip is not just a moment, it is evidence and a visual readout of repair.
“This campaign reclaims it globally, powered by molecular repair and driven by our community.
“Because when hair is truly repaired, the difference is not just visible. It is kinetic."
Walliser added: “I have done hundreds of iconic hair flips over the years, but this one hits differently.
“K18's science creates hair that moves with confidence, and this campaign lets everyone be part of that moment.
“It is high-glam energy meets real repair, and it is incredibly fun to watch."
Image Credits: K18 / Cole Walliser by David Suh