This Ad for Drybar Hair Invites Women to Feel PolyGlamorous

The hair styling category can be cluttered and loud, and Drybar’s target consumers aren’t creatures of habit. In fact, they are nearly twice as likely to be the first to try new products, browse for new products, and make impulse purchases. 

Rather than fight this behaviour, Razorfish celebrated the experimentation, playfulness, and fun that exists within Drybar’s consumers. So, it issued a provocative invitation to pique their curiosity: ‘Feeling PolyGlamorous?’ The resulting campaign invites women to dabble and play with nearly endless combinations of Drybar products and tools to mix up their hairstyles, and to give Drybar the cultural cache it rightly deserves.