"Your hair deserves better."
‘Your hair deserves better’ with Panasonic’s new hairdryer range in a campaign via media agency Awaken.
The campaign launched across social media, ecommerce sites and digital out-of-home.
Awaken CEO Chris Parker said that their long-time collaboration with Panasonic continues with this latest campaign, which celebrates the brand’s commitment to innovation and delivering best-in-class products for its customers.
“Panasonic has a deep understanding of its customers and what they want. They know that for their shoppers, a hairdryer is so much more than an appliance – it’s an investment in their hair and a critical part of their daily self-care routine,” Parker said.
The Awaken team also paid tribute to Panasonic’s flagship hairdryer, the EH-NA0J, celebrating its Moisture+nanoe technology, which delivers deep hydration while reducing styling damage.
“Our strategy was to meet style-savvy, tech-forward consumers seeking premium haircare solutions where they are,” Parker said.
“Whether it’s on their daily commute, scrolling on Instagram or TikTok, or shopping online; our media mix and smart audience targeting is designed to capture customers in the moment.”
The campaign also includes other products in Panasonic’s premium hairdryer range, the EH-NA98, known for its scalp and skin mode, and the EH-NA9N with its fastdrying, and smooth-finish technology.
Panasonic Australia’s marketing communications manager, Emma Laing, said that they are thrilled to bring this campaign to life with the team at Awaken.
“Their ability to combine strategic media thinking with beautiful, compelling creative has helped us hero our latest innovation in a way that really resonates with our customers,” Laing said.
“This range is about elevating the everyday, delivering premium performance, hair health and self-care benefits, and the campaign reflects that perfectly.”
