Henkel Japan’s brand got2b, in partnership with I&S BBDO Japan, has launched the “COOL COLOR” campaign, which positions lighter hair shades as a functional tool for personal temperature regulation. According to data from the brand’s outdoor testing, blonde hair can register surface temperatures up to 13.05°C lower than black hair after 20 minutes of direct sunlight, suggesting a practical application for hair color in response to Japan’s rising summer temperatures.
Why is hair color being positioned as a climate solution?
The campaign addresses Japan’s shifting climate, where the Japan Meteorological Agency reports a significant increase in days exceeding 35°C and 40°C. According to Yuka Ishikawa, Marketing Director for Consumer Brands at Henkel Japan, the brand identified an opportunity to reframe hair care as a form of climate adaptation. While traditional beauty marketing focuses on aesthetics, “COOL COLOR” highlights the physical properties of light reflection versus heat absorption.
Black hair naturally absorbs more sunlight than lighter shades. In got2b’s field test, which involved wigs in six colors under 36.4°C heat and 60% humidity, lighter shades consistently retained less surface heat than black hair.
How does the science of hair heat absorption work?
The campaign relies on thermal imaging and measured data to demonstrate how different hair shades interact with solar radiation. Ryuma Kodaka, Group Creative Director at I&S BBDO Group, stated that the project aims to transform consumer perception by merging scientific findings with fashion. By presenting these findings via television, digital, and social media, the brand is attempting to establish lighter hair colour as both a style statement and a functional response to rising temperatures for consumers who spend significant time outdoors.
What are the implications for future beauty trends?
This move by Henkel Japan signals a potential shift toward “utility-driven” beauty products. As heatwaves intensify, beauty brands may increasingly look for ways to integrate environmental data into product messaging. By marketing hair color as a method to manage personal comfort, the campaign expands the value proposition of hair dye beyond style, potentially influencing how consumers choose products during peak summer months.
If you are planning to spend extended periods in direct sunlight, consider the physics of your accessories and hair choices. Lighter colors reflect more light, which may help in reducing heat retention on the scalp.
Frequently Asked Questions
- Does light-colored hair actually keep you cooler?
According to got2b’s outdoor experiments, lighter shades like blonde can register surface temperatures up to 13.05°C lower than black hair after 20 minutes of sun exposure. - What is the “COOL COLOR” campaign?
It is a nationwide campaign by Henkel Japan and I&S BBDO Japan that promotes lighter hair colors as a practical way to manage heat during Japan’s extreme summers. - Is this campaign based on scientific data?
Yes, the campaign uses thermal imaging and specific heat measurement data collected from wig tests conducted under 36.4°C temperatures.
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