Henkel Repositions Hair Colour as a Way to Beat Japan's Summer Heat

As climate change reshapes consumer behaviour, brands are increasingly looking beyond traditional product benefits to remain relevant.

Henkel Japan’s got2b has done exactly that, launching a campaign that reimagines hair colour as something more than a beauty choice. It positions it as a way to stay cooler during Japan’s sweltering summers.

Created with I&S BBDO Japan, the “COOL COLOR” campaign is built around an intriguing proposition: lighter hair colours absorb less heat than darker shades, potentially making people feel more comfortable under the blazing sun.

Whether the campaign ultimately changes consumer behaviour remains to be seen. But from a marketing perspective, it demonstrates how brands can unlock entirely new demand by changing the conversation around an existing product.

Rather than introducing another hair colour range or promising brighter shades, got2b is attempting to redefine what hair colouring is actually for.

A Category Viewed Through A Different Lens

Japan’s summers have become noticeably harsher. Rising temperatures and more frequent heatwaves have turned heat management into a growing concern, creating opportunities for brands that can solve everyday problems in unexpected ways.

Instead of asking consumers which colour suits them best, got2b asked a different question.

Could hair colour itself help reduce heat absorption?

To explore the idea, the brand conducted outdoor tests using wigs in six different shades, including black, blonde, silver, lavender, milk tea and pink.

Exposed to temperatures of 36.4°C with 60% humidity, the experiment found that blonde hair registered surface temperatures up to 13.05°C cooler than black hair after 20 minutes of direct sunlight, with lighter colours consistently remaining cooler as exposure increased.

Those findings became the foundation of the campaign.

Rather than burying the science in supporting material, got2b places it at the centre of the creative idea.

Selling A New Buying Reason

The campaign launches under the line “Dye It Cool This Summer”, featuring women wearing lighter shades while thermal imaging visualises the temperature differences between hair colours. Fashion remains part of the story, but function takes centre stage.

That represents an important shift.

Most beauty campaigns sell aspiration, confidence or self-expression. got2b is adding another dimension: personal comfort.

It is a subtle repositioning, yet one that potentially creates an entirely new purchase trigger. Consumers who may never have considered colouring their hair for aesthetic reasons are now invited to consider it for practical ones.

It is a reminder that innovation does not always require a new product.

Sometimes it simply requires a new way of thinking about an existing one.

Science Meets Storytelling

The campaign also reflects a broader shift taking place across global marketing.

Brands are increasingly borrowing the language of science, research and data to strengthen creative storytelling. Consumers today are more likely to question bold advertising claims, making evidence an increasingly valuable creative asset.

In got2b’s case, thermal imaging and measurable temperature differences help transform what could have been dismissed as a gimmick into a conversation starter.

“As heatwaves intensify and consumer stress mounts, we asked an overlooked question: could something as ubiquitous as hair colour play a role in heat management?” said Yuka Ishikawa, Marketing Director, Consumer Brands at Henkel Japan.

She said the campaign reflects a broader ambition to position beauty products as solutions that extend beyond appearance and contribute to everyday comfort in a warming climate.

Ryuma Kodaka, Group Creative Director at I&S BBDO, believes the campaign’s strength lies in changing perceptions rather than changing the product itself.

“Hair colour has always been a powerful fashion statement,” he said.

“What makes ‘COOL COLOR’ revolutionary is its ability to transform perception through a simple shift in perspective.”

Bigger Than Hair Colour

Perhaps the most interesting aspect of “COOL COLOR” is not whether lighter hair genuinely makes people feel cooler.

It is what the campaign says about the future of marketing.

As climate pressures intensify, consumers are increasingly looking for brands that help them adapt to changing lifestyles rather than simply sell them products. The winners may be those that can uncover fresh utility in familiar categories.

For marketers, got2b offers an important reminder.

Real innovation is not always about inventing something new. Sometimes it comes from discovering an entirely new reason for people to value what already exists.

That is precisely what “COOL COLOR” attempts to do. Whether consumers embrace the idea or not, got2b has already succeeded in reframing the conversation.

Hair colour is no longer presented as merely a style statement. For one hot Japanese summer, it has become part of the climate conversation.