Hair care brand Noughty has revealed its latest campaign which puts the spotlight on follicle health. The #WhatTheFollicle initiative will run across 200 prime locations in London and Manchester from the 25th July to 11th August. 

The aim of the campaign is to shine a spotlight on the importance of the health of hair follicles, in the midst of growing consumer demand for natural and sustainable beauty products.  

Rachel Parsonage, co-founder of Noughty, says: “When I began studying trichology, it's clear the pivotal role follicles play in hair health. Sharing insights about the importance of hair follicles, and how they are the building blocks of hair health, sparked a Noughty discussion and debate and we knew it was our role to enlighten our Noughty Nation. Hair follicles need to be talked about, they are fabulous, and they need nurturing. It’s our mission to bridge that gap and help share the importance of follicle health!” 

The ads for the campaign are strategically placed in high-traffic areas including railway stations, bus shelters and shopping centres, positioned within 200 metres of retailers that stock Noughty products allowing customers to explore hair care solutions. The ads feature QR codes, leading customers to a landing page covering Noughty’s product ranges and the science behind follicle health.