Amika launches its new global “On your wavelength” campaign
The haircare brand spotlights the intuitive connection between stylists and clients through a global campaign centered on understanding hair needs, delivering visible transformation, and reinforcing its professional salon heritage.
Amika is unveiling a new global campaign called “On Your Wavelength,” created to celebrate its salon heritage and professional credibility. The Brooklyn-born haircare brand wants to capture that moment when a stylist instinctively understands what hair needs, even when the client cannot quite put it into words.
To bring the concept to life, amika features its Lead Pro Educator, Rashuna Durham, who pairs four clients with treatments tailored to their hair type. The campaign highlights professional, inclusive and high-performing formulas, while showing how strong packaging and product presentation can help communicate performance, expertise and confidence at first glance.
