Bed Head - Ban The Bland

Client: Bed Head by TIGI

A Head for Stealing Share: How Bed Head rebelled and won big

Re-launching into the consumer space in 2022, by 2025 Bed Head was no longer a newcomer on the market, our task in media was to accelerate growth. Operating in a haircare market defined by sameness, Cream helped Bed Head turn its disruptive brand DNA into a creator-first, culturally led media system designed to grow penetration, not just deliver reach. Instead of following beauty conventions, Bed Head made its product and personality impossible to ignore, combining creators, AV and disruptive outdoor to rebuild mental availability and convert attention into sales. With a UK budget significantly smaller than competitors, the results were decisive: incremental sales were driven across online and physical retail, brand search uplift reached +580%, awareness was up +6.76%, and purchase intent up +5.24%. Crucially, 18–24s over-indexed across search and brand lift, accelerating penetration among Bed Head’s core growth audience. Most importantly, Bed Head grew +37.2% in penetration while the category declined, delivering +47.2% value growth through competitive switching. This was not always-on bland beauty media. This was media as a growth engine, proving that distinctiveness is what drives competitive advantage.