In the campaign—called "The Next 10"—It’s a 10 is asking customers to design their dream hair care product—and the company may just produce it.
It’s a 10’s founder and CEO Carolyn Aronson will hand-pick ten finalists and ultimately choose one winner with the most innovative concept to produce. In addition, that winner will also receive $10,000 and a lifetime supply of It’s a 10 Haircare.
“We are encouraging hairdressers and consumers to present their great ideas and dream products. I think both stylist behind the chair as well as people who style their own hair every day at home often wonder why they don’t have a specific type of product to cater their exact needs. This gives the consumers the opportunity to create that product they have been dreaming of,” Aronson told Happi when the campaign was announced.
Answering one’s own needs part and parcel of Aronson’s story; she was a stylist for decades and built her brand based on that experience.
"As the founder and CEO of It’s a 10 Haircare, I’m a hairdresser of 35 years that was able to make my dreams come true by bringing my ideas to the market. I’d love to give this opportunity to somebody else so they too can experience what it is to see their creative thoughts come to life. It has always been my philosophy to "go where they don’t go” and I think this is a really fun way to interact with our consumers I can’t think of any brand in the haircare space that has ever done this and I’m super excited to see the responses we get.”
Submissions can be sent in here.