Hairy Questions

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Few ads for Elasta QP hair care products ask what makes for beautiful African American hair. The more pressing problem for Young & Laramore was how best to pose the question.
The Indianapolis agency provided client Kenra, Inc. with two different TV executions that seek to debunk the notion that straight hair is a black woman’s ideal. The 30-second spots have launched in Southeastern test markets to determine which is more effective, with one then scheduled to roll out nationally next year.
One spot, “Freedom,” contrasts a straight-haired, pale-skinned African American model with 11 black women sporting various hairdos.

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