Plant Attack on Frizz, Smoothness Gets You Hooked

Hair care is highly homogeneous. Consumers know smooth hair is good, but every brand claims it. "Smoothness," "softness," and "frizz control" have become standardized. The New Year offers another entry: "顺" carries emotional value—hair can be smooth, life can go smoothly. The question is not only "How do we say the product makes hair smooth?" but "How can 'smoothness' become both product experience and New Year wish?"

We built the concept around "植击毛躁, 顺间上头." "植击" gives plant ingredients action; "毛躁" clearly names the problem; "顺间" connects instant smoothness with New Year wishes; "上头" conveys pleasure and memorability. The key link is: when hair feels smooth, may the New Year go smoothly too. The language was extended across key visuals, interactive content, materials, and touchpoints, creating a unified memory structure.

This project deepened my understanding of "translation" in advertising. Product benefits are not automatically communicative. "Plant ingredients," "smoothness," and "frizz control" are product language; "植击毛躁, 顺间上头" is communication language made by reorganizing existing messages. "顺间" shows a strong idea need not invent something completely new; it can reconnect an existing keyword with a new context. "顺" links hair becoming smooth with New Year wishes for a smooth life. Creativity sometimes adds less and reorganizes more, finding a connection consumers naturally understand and remember.