For Sample Magnificence’s first-ever TV industrial, Tracee Ellis Ross is popping mixology into hairology.
Within the spot, the hair care model’s founder and co-chief govt is located behind a smooth bar, serving up “Thirst Entice” cocktails alongside “Coiltinis,” “Gel & Tonics” and “Slick N Slides,” and is joined by her “Girlfriends” co-stars Golden Brooks, Jill Marie Jones and Persia White, on the present’s twenty fifth anniversary. Within the glass, as an alternative of precise drinks, there are bottles of Sample Magnificence hair merchandise — every one match for the bar patrons’ hair varieties.
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The advert is peppered with performs on the theme. Whereas crossing the bar, for example, Brooks falls to the bottom as a result of her “curls fell.” Jones replies, “you’re alleged to slay the home down, not lay down!” whereas Ross involves the rescue with the model’s curling iron. The commercial ends with White snatching up a number of “cocktails” and saying, “Don’t fear, I’m not driving.”
The artistic strategy was pushed by what Ross is thought for in Hollywood — her capacity to make folks snort.
“Comedy is a large a part of my profession, and I actually needed to merge this into Sample, and we haven’t actually carried out it,” she stated. “Historically, comedy isn’t the platform for hair care. It’s not usually collectively, however but it’s very me.”
The advert, which can run throughout each streaming and community tv, together with Roku, Disney+, Hulu and Paramount+, is a serious advertising and marketing milestone for the model. Ross advised The Enterprise of Magnificence that now — six years after launch — felt like the suitable second to launch a broader consciousness marketing campaign that spoke to Sample’s full vary, from curl gel and leave-in conditioner to instruments just like the curling iron.
“The buyer is conscious of the model, however doesn’t at all times know every part about what we provide, or they suppose the model is ‘not mine,’” she stated. “We have been stunned with how many individuals really didn’t perceive the true providing of the model.”
Plus, Sample has seen constructive momentum, significantly during the last yr, with retail gross sales rising 25 p.c year-to-date and model consciousness growing by 4 p.c between the tip of 2023 and starting of 2025. A lot of these will increase have been aided by a lift in influencer advertising and marketing outreach efforts, with the model practically tripling the variety of creators in its neighborhood by means of partnerships, occasions and seeding. It additionally focused a wider viewers that was newer to the model with its paid social media advertising and marketing efforts.
For this marketing campaign, the model leaned into each related (streaming) and linear (cable and community) TV.
“We all know that our goal buyer and viewers is watching streaming networks, like all people,” stated Ross. “However there’s a linear community combine that’s based mostly on that. So our viewers and buyer does index excessive in linear networks as nicely.”
There are additionally alternatives for shoppability. Alongside the industrial, Ross additionally has a brand new sequence, “Solo Touring with Tracee Ellis Ross,” that will likely be premiering on Roku later this summer season, by which she’ll be cocktailing hair merchandise that will likely be shoppable from the present and industrial utilizing the Roku distant.
“It’s a very rising area that simply appears like a given, the identical approach that TikTok is doing it,” stated Ross. “I keep in mind once we began on ‘Girlfriends,’ model placement was such a factor, and it’s merged in a really natural approach now.”
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