Guhl: Championing Representation and Inclusion

Supporting a new understanding of beauty and diversity for authentic representation.

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Guhl has embodied its core values, such as quality and reliability, for more than 80 years. The long-standing ethos it shares with its consumers: the feeling to be “Genuinely Familiar” encapsulates the closeness and trust it has established among its brand community over many years.

As part of its relaunch, Guhl wanted to bring this value to life through a modern, yet authentic way of communication. In their campaigns, the brand focuses on everyday moments, supporting a new understanding of beauty—and diversity. Without explicitly addressing gender identity, skin color or age, Guhl aims to deliver a more diverse representation of their consumers throughout their advertising.

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Andrea, featured in Guhl’s “Genuinely Familiar” campaign

Guhl’s Bond+ shampoo campaign introduced Andrea, a woman with Down Syndrome, who already played a part in Guhl’s “Genuinely Familiar” campaign. The TV advert depicts Andrea’s beautiful hair as an expression of her inner strength and confidence.

“During the campaign, Andrea told us that to her, her hair is a sign of strength, and that it gives her a feeling of self-confidence and security,” says Anna Katharina Strohm, Associate Director for Marketing at Guhl. We wanted to capture this as authentically as possible and have her reveal this to the audience in her own words.”

With this approach, Guhl succeeded in establishing itself as a purpose-driven brand that authentically communicates with its consumers through real images and authentic, everyday moments.

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