Parachute Advansed Secrets
From hair oil to hair fashion.
A digital-first launch connected hair care with style, confidence and trends.
Move beyond traditional category codes.
Hair oil was rooted in traditional care rituals. Parachute Advansed Secrets needed to feel relevant and contemporary to younger consumers.
Hair is part of personal identity.
For young women, hair is about style and trend participation as well as care. They engage with brands that help them look and feel current.
Stunning hair. Trending you.
A youthful, fashion-led brand world brought the product, packaging and proposition together in a digital-first launch.
11%Reported TOMA growth
19%Reported sales growth
The credentials report a shift in hair-oiling perceptions, with 11% TOMA growth and 19% sales growth.
Case narrative and reported outcomes: Adcomm Credentials / 2026, pages 29–31. Figures reflect the campaign reporting in that document.