It’s a 10 Haircare, go-to brand for salon professionals and clients across the globe, has made advertising history as the first independently owned professional hair care brand to secure a coveted spot during Super Bowl LI. During Sunday night’s third quarter, It’s A 10 Haircare debuted their first-ever primetime ad titled “Four More Years,” with the goal of making America’s hair great again. This groundbreaking commercial is a tribute to celebrating the nation’s diversity by bringing America together one hairstyle at a time.
Owned by renowned hair stylist and entrepreneur Carolyn Aronson, It’s a 10 Haircare’s core philosophy is to deliver the highest quality products to answer the needs of every individual with every hair type, including their recent expansion into the male hair care category. The airing of the commercial coincided with the launch of their new “He’s a 10” Collection, a high-performance grooming line of multi-tasking products offering immediate results.
“Now is the time for us to come together. This ad captures the true diversity within American culture – we are all perfectly imperfect in our own way,” Aronson said. “I’ve always gone where they don’t go, and there is no better time to push the envelope.”
Proudly featuring individuals from all walks of life, the brand is excited to make the next four years “It’s A 10” years for all. Carolyn’s husband, Jeff, founder and former CEO of Cash4Gold is very familiar with the tremendous impact that Super Bowl ads can have on brands, as he aired an infamous Super Bowl commercial for the brand featuring MC Hammer and Ed McMahon in 2009. The spot was one of the Top 10 Most Recalled Super Bowl ads according to Nielsen IAG data, andwas described by AdAge as an ad that “will generate, by far, the biggest ROI of the Super Bowl.” Carolyn and Jeff Aronson, are the first and only couple to launch two Super Bowl ads independently of one another, for their own respective companies.
It’s a 10 Haircare enlisted the expertise of Havas Edge and Hungry Man Productions to produce the commercial, a dream team responsible for some of the most memorable Super Bowl ads from companies like GoDaddy, Anheuser-Busch and Cash4Gold. The spot was directed by Oscar-nominated Bryan Buckley, dubbed the “King of the Super Bowl” by The New York Times.