For Sample Magnificence’s first-ever TV business, Tracee Ellis Ross is popping mixology into hairology.
Within the spot, the hair care model’s founder and co-chief government is located behind a smooth bar, serving up “Thirst Lure” cocktails alongside “Coiltinis,” “Gel & Tonics” and “Slick N Slides,” and is joined by her “Girlfriends” co-stars Golden Brooks, Jill Marie Jones and Persia White, on the present’s twenty fifth anniversary. Within the glass, as a substitute of precise drinks, there are bottles of Sample Magnificence hair merchandise — each match for the bar patrons’ hair varieties.
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The advert is peppered with performs on the theme. Whereas crossing the bar, as an example, Brooks falls to the bottom as a result of her “curls fell.” Jones replies, “you’re speculated to slay the home down, not lay down!” whereas Ross involves the rescue with the model’s curling iron. The commercial ends with White snatching up a number of “cocktails” and saying, “Don’t fear, I’m not driving.”
The inventive method was pushed by what Ross is thought for in Hollywood — her potential to make folks chuckle.
“Comedy is a big a part of my profession, and I actually wished to merge this into Sample, and we haven’t actually executed it,” she stated. “Historically, comedy isn’t the platform for hair care. It’s not usually collectively, however but it’s very me.”
The advert, which is able to run throughout each streaming and community tv, together with Roku, Disney+, Hulu and Paramount+, is a significant advertising and marketing milestone for the model. Ross informed The Enterprise of Magnificence that now — six years after launch — felt like the best second to launch a broader consciousness marketing campaign that spoke to Sample’s full vary, from curl gel and leave-in conditioner to instruments just like the curling iron.
“The patron is conscious of the model, however doesn’t all the time know every little thing about what we provide, or they assume the model is ‘not mine,’” she stated. “We have been stunned with how many individuals truly didn’t perceive the actual providing of the model.”
Plus, Sample has seen optimistic momentum, notably during the last 12 months, with retail gross sales rising 25 p.c year-to-date and model consciousness rising by 4 p.c between the tip of 2023 and starting of 2025. A lot of these will increase have been aided by a lift in influencer advertising and marketing outreach efforts, with the model practically tripling the variety of creators in its group by means of partnerships, occasions and seeding. It additionally focused a wider viewers that was newer to the model with its paid social media advertising and marketing efforts.
For this marketing campaign, the model leaned into each related (streaming) and linear (cable and community) TV.
“We all know that our goal buyer and viewers is watching streaming networks, like everyone,” stated Ross. “However there’s a linear community combine that’s based mostly on that. So our viewers and buyer does index excessive in linear networks as properly.”
There are additionally alternatives for shoppability. Alongside the business, Ross additionally has a brand new sequence, “Solo Touring with Tracee Ellis Ross,” that will likely be premiering on Roku later this summer season, wherein she’ll be cocktailing hair merchandise that will likely be shoppable from the present and business utilizing the Roku distant.
“It’s a very rising house that simply seems like a given, the identical manner that TikTok is doing it,” stated Ross. “I bear in mind once we began on ‘Girlfriends,’ model placement was such a factor, and it’s merged in a really natural manner now.”
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