Hair science meets music science in K18 Hair’s new TikTok challenge that encourages fierce hair flips for a chance to win $ 1,000 at Sephora

LOS ANGELES, December 27, 2021– (BUSINESS WIRE) – Biotech hair care company, K18 Hair, today announced its TikTok Hashtag Challenge, # K18HairFlip. K18 Hair has made waves in salons around the world with its hair mask that harnesses a patented peptide to deliver like-new hair in just 4 minutes. This official TikTok Hashtag Challenge marks the first time that K18’s Leave-In Molecular Repair Hair Mask will be widely available to the public, available across North America on Sephora and To celebrate this moment, K18 Hair is offering a stimulating original song and a chance to win a K18 salon service + $ 1,000 shopping at Sephora by joining the hashtag challenge. To enter, users can simply create a TikTok using K18’s new song, # K18hairflip, and tag # K18HairFlip for a chance to win.

More than just a TikTok challenge, # K18HairFlip is a work of art and science.

K18 Hair set out to create a campaign that would be fun for its audience and embody the confidence that comes with hair happiness. K18 partnered with Song Candy to bring their vision to life by imagining a trend-focused TikTok campaign with an original branded song. Michelle Miller, Senior Vice President of Marketing at K18 Hair, said: “As TikTok is a premier audio platform, we wanted to communicate our brand message and create something fun! Our collaboration with Song Candy made it possible for us to integrate K18 with platform users in an engaging and authentic manner. “

Song Candy is a one-of-a-kind creative agency that helps brands connect with their audiences using music as a marketing vehicle, a natural fit for a sound-centric platform like TikTok. Music and audio are quickly becoming powerful assets for brands on TikTok. A recent study found that 65% of TikTokers prefer to see videos from brands that feature original sound, and 58% of TikTokers said they felt more connected to the brand if sound / music was something they did. loved to listen. [source: US TikTok Marketing Science Music Perception Research, conducted by MRC Data Nov 2020].

Similar to K18 Hair, Song Candy takes a data-driven approach to unleash creative expression. Song Candy drew on music science and audience knowledge to identify key musical genres such as Retro Funk Pop and Hip Hop that are widely trending on TikTok, in addition to identifying styles of musical artists like Lizzo, Cardi B and Dua Lipa over-indexing with K18’s Target Audience. Song Candy and K18 have collaborated to merge musical inspiration with K18’s marketing message to create an original one-of-a-kind branded song designed with TikTok in mind. “We decided to write a sticky song that would not only tell the brand’s story in a memorable way (i.e. live in your head for free), but also inspire content creation on TikTok. with the inclusion of beat drops and lyrics, ”said Gabbie Bradford, Song Candy co-founder.

K18 wanted the challenge to be inclusive and easy for everyone, regardless of having the K18 Hair Mask in hand. Song candy has scoured TikTok and the niche sub-community within the platform, #hairtok, for natural actions and trends. All the data indicated that a fierce hair flip was the perfect catalyst for K18’s TikTok Hashtag challenge – nothing says hair happiness or hair confidence like a bold hair flip. It’s a feeling that everyone can relate to.

To meet the challenge in the making, Song Candy enlisted the help of powerful singer Tarmara Jade, Season 19 Top 9 finalist of NBC’s “The Voice”, to fuel the vocals. Speaking about her experience, Jade shared that “recording the K18 song was so much fun and didn’t feel like working at all because I identified with the message. you tell your problems, not right away, I look too good to be stressed! “

Join # K18HairFlip on TikTok 12/27/21 – 2/19/22 for a chance to win K18 Hair Salon Service + $ 1,000 shopping at Sephora. Baths and conditions of application.

About Song Candy:

Song Candy is a one-of-a-kind, data-driven music studio and creative agency. We specialize in creating groundbreaking campaigns and original branded music for sound environments such as TikTok, Instagram Reels, YouTube, Triller, Spotify and more. Our mission is to help brands connect with their audiences by entertaining instead of interrupting their consumption experience. We do this by creating relevant, trend-driven content told through music, voiceovers and influencers. Our approach is supported by Music Science, Trend Data + Audience Insights to give your song the “sticky” factor, and is actualized by a 360 marketing strategy. Song Candy has a proven track record in the music and marketing industries. Our founders have over 25 years of marketing experience in digital + performance brand marketing, as well as +35 years in the music industry having worked on Grammy Award-winning albums and with charter artists. ‘display.

About K18 Hair:

For years, traditional cosmetic chemistry has been the hair world’s answer to damage. It was a quick fix, covering the problem instead of fixing it. Until now, hair care products fell into two categories: conditioning treatments or restorative treatments, both of which only offer temporary results. So instead of building our brand on the buzzwords and beliefs of the past, we took the radical biotech route to develop K18 Hair and ended up shattering a few hair myths along the way to create a new category. truly revolutionary in the field of hair care.

After spending a decade in the lab scanning and testing all amino acid sequences, spanning the entire keratin genome that makes up hair in search of a breakthrough, we have discovered a unique sequence that brings back the damaged hair to its original youthful state – our patented K18 peptide. â„¢. Hair stylists, colorists and expressors in 101+ countries, regardless of hair type, rely on K18 to free their hair. This breakthrough gives professionals a healthy hair web to create limitlessly and home users hair that actually looks and feels like new. The hair community loves its drastic simplicity and the fact that it works in 4 minutes.

For more information visit: and @ K18Hair on Instagram. For media inquiries, please contact [email protected]

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Gabbie Bradford
Candy Song
Telephone: 214-918-4512
Email: [email protected]