The Super Bowl Will Feature the First Ad From an Indie Hair Care Brand

Newcomer 'It's A 10 Haircare' bought a 30-second spot

Headshot of Sami Main

Another surprising newcomer joined the Super Bowl advertiser list.

It’s A 10 Haircare has purchased a 30-second Super Bowl ad, to air in the third quarter, for the first time ever.

Owned by hair stylist and entrepreneur Carolyn Aronson, this will be the first privately owned professional hair care company to air a Super bowl ad. Her husband, Jeff Aronson, is the founder and former CEO of Cash4Gold, which makes them the first (and only) couple to launch Super Bowl ads independently of one another.

The commercial will “creatively showcase It’s a 10 Haircare’s core philosophy and also promote its expansion into the male hair care category,” according to the news release.

It’s A 10 will use Havas Edge and Hungry Man Productions to produce the commercial, and Bryan Buckley, the “King of the Super Bowl” as The New York Times calls him, will direct the spot.

“We’re thrilled to land this spot during the most-watched sporting event of the year,” said Carolyn Aronson, founder and CEO of It’s a 10 Haircare, in the news release. “There is no better way to reach a captive audience of men and women, not to mention their hair stylists and barbers, simultaneously. At It’s a 10 Haircare, our products are for all hair types and create instant miracle results, exceeding industry norms and consumer expectations. This commercial will do the same, and we can’t wait for the world to see it.”

@samimain Sami Main is social editor for Adweek, where she posts Adweek content onto social platforms and looks for creative ways to communicate what's new.