Henkel’s got2b turns hair colour into a summer cooling solution with new campaign via I&S BBDO Japan

Tokyo, Japan – Henkel Japan’s hair colour brand got2b has teamed up with I&S BBDO Japan to launch “COOL COLOR,” a campaign that repositions hair colouring as a practical way to stay cooler during Japan’s increasingly extreme summers.

The campaign comes as Japan experiences rising temperatures driven by climate change, with the country recording significantly more days above 35°C and 40°C than in previous decades, according to the Japan Meteorological Agency.

Instead of focusing solely on beauty, the campaign explores whether lighter hair colours can help reduce heat absorption compared with black hair, which is more common among Japanese consumers and naturally absorbs more sunlight.

To test the idea, got2b conducted an outdoor experiment using wigs in six different shades—black, blonde, silver, lavender, milk tea, and pink—under 36.4°C temperatures and 60% humidity. 

After 20 minutes of direct sunlight, blonde hair registered surface temperatures up to 13.05°C lower than black hair, with lighter shades consistently retaining less heat throughout the test.

The findings form the basis of the nationwide campaign, which carries the message “Dye It Cool This Summer.” 

Across television, digital, outdoor, and social media, the campaign features women sporting lighter hair colours alongside thermal imaging visuals and measured cooling data to reinforce the scientific concept behind the creative.

“This campaign emerges from a critical moment,” said Yuka Ishikawa, Marketing Director for Consumer Brands at Henkel Japan.

“As heatwaves intensify and consumer stress mounts, we asked an overlooked question: could something as ubiquitous as hair color play a role in heat management? By positioning our products as climate adaptation solutions, we’ve extended innovation beyond formulation into how products are conceptualized and consumed.”

For creative agency I&S BBDO, the campaign demonstrates how science can reshape the role of beauty products beyond aesthetics.

“Hair color has always been a powerful fashion statement,” said Ryuma Kodaka, Group Creative Director at I&S BBDO Group. “What makes ‘COOL COLOR’ revolutionary is its ability to transform perception through a simple shift in perspective.”

He added that combining scientific findings with fashion allows consumers to maintain their style while making summers more comfortable, particularly for people who spend extended periods outdoors.

The month-long campaign will run across television, online, outdoor advertising, and social media as got2b looks to establish lighter hair colour as both a style statement and a functional response to rising temperatures.