Description:

Since its launch, MONDAY Haircare has rapidly expanded from Australia and New Zealand to nearly 40 countries, with products available in 65,000 doors through over 100 major retailers. With 10 new products released in the past year and more than two dozen industry awards, MONDAY has become the #1 haircare brand on TikTok, reflecting its immense popularity and growth.

To reflect this new global positioning, MONDAY undertook strategic brand work with agency Previously Unavailable in mid-2023. This collaboration uncovered new audience insights, laying the foundation for a unique brand platform aimed at creating deep emotional connections. The primary audience—female-identifying Gen Z and Millennials—are digital natives and engaged beauty consumers who seek community, connection, and novelty from the brands they support. They view beauty as a tool for expression and confidence.

The resulting brand platform, ‘No Bad Mondays,’ encapsulates the idea that MONDAY can transform the most dreaded day of the week into a fresh start, aligning with the brand’s ethos of “good hair every day.” This concept turns the universal disdain for Mondays into an opportunity for renewed confidence and positivity through MONDAY Haircare products.

The 'No Bad Mondays' video campaign, designed as an iconic TVC-style commercial for a digital-first landscape, showcases MONDAY Haircare’s evolved brand ethos. The strategy leverages storytelling and the brand’s unique value proposition to shift perceptions of Mondays. By addressing common Monday anxieties with humour and relatability, the campaign offers a transformative solution through MONDAY Haircare, promoting the idea that good hair can inspire confidence every day of the week.

The video campaign features a “mini-movie” format with characters who overcome typical Monday adversities, with their hair ultimately outshining the challenges they face. Each story is humorously depicted, with playful visual puns and a tongue-in-cheek tone. The campaign's style is a modern twist on iconic 80s and 90s shampoo commercials, featuring a relatable cast, contemporary scenarios, and a nostalgic yet fresh aesthetic.

Produced by Studio Select, an emerging New York-based agency, the campaign involved creatives who have worked with the likes of Glossier, MAC, Bobbi Brown, Hermès, Nike, Stella McCartney, and Adidas. This high-calibre involvement ensured a top-tier execution, blending nostalgic elements with modern design.

By integrating high production values, strategic collaborations, and a multi-faceted marketing approach, the 'No Bad Mondays' campaign has significantly elevated MONDAY’s brand presence. This comprehensive effort has created tangible value, widespread market reach, and a deep emotional connection with consumers, solidifying MONDAY Haircare as a modern, disruptive force in the global beauty industry.