HASK | Self-care for everyone
Impact
787m
audience
285
pieces of content and coverage
4m+
estimated online views
Brief
An early adopter of clean beauty principles, HASK is an established haircare brand in the UK known for its commitment to hair and skin kindness – a philosophy reflected in its very name.
Focusing on the connection between hair health and self-confidence, HASK approached Brandnation to amplify its voice in national media, expand its reach within the beauty space and support key retail partners.
Idea
Luxury spa days and fancy face masks are nice, but self-care shouldn’t feel like an extravagant treat you pencil in once or twice a year (if you’re lucky). It should be accessible, affordable and inclusive.
It’s the little things that count, like the simple ritual of washing your hair with products that are kind to you and the planet.
HASK’s products use clean ingredients and natural extracts that repair and nourish hair, with collections engineered for all hair types and textures. Plus, the brand’s lengthy list of sustainability policies exemplifies their commitment to reducing their impact on the earth.
With HASK, kindness to yourself and the planet is affordable, accessible, and inclusive, bringing more self-care moments, to more people, more often.
Amplification
Our integrated campaign combined PR, influencer marketing, and social media to generate viral content, celebrity features and huge headlines that made HASK the centre of attention.
To start the conversation, we got products in the hands of key journalists and influencers with memorable creative giftings including bespoke cakes and piñatas packed with haircare products and sweet treats.
Led by strategic storytelling, we pitched angles that championed HASK’s affordability, inclusivity, and self-care ethos, and positioned HASK as an expert voice in the industry.
Our efforts secured coverage in top consumer and national titles including Marie Claire, Glamour, Grazia and The Independent, landing product features in articles including ‘You don’t have to spend big to get great hair – as the 16 best drugstore shampoos prove’. The activity reinforced HASK’s position as an accessible, effective haircare brand.
Our influencer marketing strategy drove major impact, generating viral content and brand mentions from celebrity hairstylists. Featuring mid to macro influencers, the approach involved an always-on organic influencer programme alongside paid influencer partnerships, the latter of which we were asked to replicate in the US market.
Paid partnerships ran for several months to provide a consistent flow of high-impact content including ‘hair wash day’ videos, hair tutorials and product reviews. The partnerships generated 70+ pieces of content with a combined reach of over 1.89 million, an average engagement rate of 3.06% and an impressive cost-per-engagement that was more than 60% cheaper than our benchmark.
Meanwhile, our organic influencer programme saw 94 pieces of content including unboxings, hair styling videos, and tutorials. By targeting credible hair stylists, we gained organic coverage from famous faces including Holly Willoughby and Christine Lampard, which led to both social content and headlines like ‘The £5 secret to Holly Willoughby’s bouncy blonde hair has been revealed’.
On social media, we took over activity on Instagram and launched HASK on TikTok, blending influencer and user-generated content with giveaways, trend-led posts and educational insights. This curated mix built a culturally relevant digital presence to keep HASK front of mind and ensured the self-care message continued to reach and resonate.
Services
PR
Influencer marketing
Social media strategy
Content creation
Social media management
