encouraging Gen Z to step into a new realm of hair possibility with aussie haircare

While Makers try to resist the pressure of living up to society’s rigid beauty standards–whether that be eurocentric styles or “naturalista” level looks–they still have anxiety about failing to do so. These limitations put a ceiling on who the Maker can be. But this generation believes in self-acceptance, not optimization. Self-discovery isn’t about meeting these expectations of perfection, it’s about giving yourself permission to try things you never dreamed were possible, regardless of the end result. Aussie is in a unique position to support Makers on this journey–from the products’ approachability to accessibility, Aussie makes it easy to explore oneself through hair.

This campaign invited all Gen-Z-ers to step into a new out-of-this-world realm with a call to explore your selves through exploring your styles.

We’re inviting everyone to explore a new realm of creative possibilities. To explore themselves, all of their MANY selves. To move past limits with ease; whether it’s the limits of gravity (hello mega hold) or the limitations of society. To explore, not perfect. Get creative, not prescriptive. And get out of their comfort zone, and out-of-this-world. Aussie is here to offer all the tools to unlock all the possibilities of YOU.