The challenge
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Having established a strong reputation with women aged 45 and over, the brand needed to continue reaching younger consumer audiences—GenZennials — to drive growth. The Nexxus Styling Line originally launched in early 2024, but a new creative campaign was needed to create a larger, cultural moment.
The solution
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A nostalgia-driven brand film designed to introduce an old brand to a new audience. Reimagining Lindsay Lohan’s twin characters with modern hair transformations, we put the spotlight on the versatility of the Nexxus Styling Line, all without being able to use clips from the movie.
A talent-first earned media campaign
The campaign featured Lindsay Lohan reimagining her iconic twin characters from her iconic 1998 movie role. To creatively engage a new generation of women—one who grew up with the movie—the Style Swap infused Nexxus’s salon-quality positioning with pop culture cache. Through subtle Easter eggs in production design, props, and by leveraging social media trends like “Twin, where have you been?” we connected with fans authentically.
The impact
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Winning the hearts and minds of a new generation
Integrating social media, influencers, and editorial, the campaign earned more than 260 placements to drive more than 2.65 billion impressions by prioritizing cultural cache and strategic timing over a large media buy. Fans of both Lindsay and the film picked up on even the littlest nuggets not said aloud, from launching the campaign around the twins’ birthday to lines that paid homage to the quotable classics. The result was an execution equally strategic and newsworthy.