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All Things Hair

A True Authority on All Things Hair

Unilever’s customer-centric model consistently puts people first, helping its audiences get more out of life. So when it comes to hair, what’s the simplest way to find out what consumers want? You start by listening to them.

Every year, there are over 11 billion hair-related searches on Google. But it’s not branded products that men and women turn to. They’re looking for inspiration, advice and solutions, and it’s that content that keeps them coming back for more.

In response, we launched All Things Hair, Unilever’s first ever publisher brand. With a powerful editorial team boosted by some of the world’s best vloggers, we transformed the hair category and created a successful publishing platform.

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A Wonderland of Hair Ideas

Innovative and authentic, All Things Hair is a publishing brand with pull-marketing at its heart. The global, editorial team produces up to 200 pieces of unique content monthly including everything from how-to’s and listicles, to video reviews and long-form copy. On top of that, we work with some of the world’s top influencers to achieve scale.

So how did it come to life? The strategy and development was led by SapientRazorfish and included definition, UX, visual design and tone of voice. This laid the foundations for creators, providing best practice guidelines that empowered them to make the content that our audience really wants to see.

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A Responsive, Radically Customer-Centric, Intelligent Platform

What sends branded content soaring above the market clutter? And how do you ensure that it’s driven by a radically customer-centric model informed by the behavior, interests and passions of your audience?

Power it by the biggest search engine in the world. Layer it with intuitive functionality. Meta-tag thousands of pieces of content. Incorporate pioneering live trend forecasts and algorithms that predict the answer to people’s questions — before they even ask them. That’s what radical customer-centricity is all about.

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Never Standing Still

The platform went from being one of the top ten most engaging brands on YouTube to an editorial destination in its own right with the launch of Pushing to be best-in-class in organic search, we’ve redefined SEO across the category to create a far-reaching model with minimal media spend. That means that each day sees even more people turning to us for inspiration and advice that answers their hair questions — every single time.

But customer-centric thinking never stops. As we keep listening to and understanding our audience we’re constantly innovating to ensure that our platform is the go-to authority on All Things Hair, now and in the future.

All things hair mobile and tablet

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