K18 Hair Brings More Than 800 Guests to Sephora for a FutureIQ™ Scalp Health Lab

The event turned an invisible concern into a major public spectacle. The Tumblehair, a giant sphere made from real and synthetic hair, rolled through neighbourhoods including Midtown Manhattan and Chinatown before arriving at Gansevoort Plaza in the Meatpacking District.

The installation was created with Uncommon Creative Studio to support the launch of K18’s FutureIQ™ Hair Longevity Serum.

Measuring around 10 feet in diameter and weighing approximately 150 pounds, the hairball represented the 161 billion strands of hair that K18 says New Yorkers could collectively retain each year by using the serum. The number is designed to give scale to a concern that is often difficult to see until it becomes more noticeable.

Premature hair ageing can include signs such as increased shedding, thinning and changes in scalp condition. Rather than using a conventional beauty campaign, K18 used an oversized moving object to place the subject directly in public view. The result was intentionally unusual…