PHS Hairscience
How do you evolve a legacy brand for a new generation on new platforms?
Campaign Name
PHS Redefining Everyday Haircare
PHS Hairscience
How do you evolve a legacy brand for a new generation on new platforms?
As social media behaviours settled into a post-pandemic normal, PHS Hairscience faced the challenge of evolving a well-established brand for a new generation on emerging platforms. While the brand held strong equity among older millennials, connecting with Gen Z required a measured shift in tone, format, and platform presence without undermining existing trust. The campaign approached this evolution deliberately, laying the groundwork for a modernised influencer strategy that expanded relevance and reach while preserving continuity with its existing audience.
Campaign Name
PHS Redefining Everyday Haircare
The Challenge.
PHS Hairscience had built strong brand recognition and trust through years of influencer-led marketing, particularly among older millennial consumers. Over time, however, the effectiveness of familiar creator profiles and advertorial-style messaging began to plateau, delivering diminishing marginal returns.
At the same time, shifts in post-pandemic social media behaviour reshaped how younger audiences engaged with beauty content. Gen Z consumers responded less to overt persuasion and more to lifestyle-led, platform-native storytelling, requiring a change in tone, format, and creator mix.
These challenges needed to be addressed in parallel. Moving too quickly toward trend-driven creators and formats risked weakening credibility with existing customers, while maintaining the status quo limited relevance and growth with a new generation.
Work needed to be done on PHS Hairscience’s influencer ecosystem to expand relevance and reach, while preserving the trust and continuity that underpinned its existing brand equity.
The Solution.
The solution centred on designing a single, unified influencer strategy that could operate across platforms and audiences without fragmenting the brand. Rather than prioritising one platform or demographic, the approach focused on applying the right strategy for each context while maintaining a consistent narrative.
Influencer roles were structured according to audience mindset and platform behaviour. Longer-term ambassadorships reinforced credibility among existing customers, while lifestyle-led, trend-aware creators provided accessible entry points for younger audiences on emerging platforms.
To support this layered approach, a series of media drops sustained brand presence across the campaign period. This ensured PHS remained consistently visible on social feeds while different creator segments operated in parallel.
By tailoring execution to platform and audience nuances while keeping strategy and messaging aligned, the campaign enabled PHS Hairscience to modernise its social presence cohesively, expanding relevance without sacrificing clarity or trust.
The Outcome.
The campaign enabled PHS Hairscience to expand its relevance with a new generation while maintaining trust with its existing audience. By introducing the brand through platform-native, lifestyle-led content, Gen Z audiences engaged with PHS in a way that felt accessible and natural, rather than disruptive or forced.
At the same time, continuity with longer-term creators ensured existing customers continued to recognise and trust the brand, allowing the transition to unfold gradually. Consistent presence through media drops further reinforced familiarity across platforms, supporting sustained visibility rather than short-lived spikes.
Overall, the campaign demonstrated that a unified influencer strategy, executed differently across platforms and audiences, could modernise brand perception, improve acceptance, and support long-term growth without alienating established consumers.
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