Shanghai, China – Haircare brand CLEAR partnered with Oracle Red Bull Racing to highlight their solutions to “helmet hair” during the Formula One Chinese Grand Prix in Shanghai, using the race weekend to showcase its scalp-care technology and fan activations in the city.
The activation in Shanghai provided an interactive experience for fans at North Bund Bay running from 13 to 17 March. It featured a showcase of Oracle Red Bull Racing’s newly designed RB22 race car alongside racing suits and helmets, as well as driving simulators and reaction tests inspired by Formula One racing. Visitors could also take part in a barbershop-style grooming experience using CLEAR’s scalp-care products.
In addition, the collaboration included a mixed-reality skyline projection on the Citigroup Tower in Shanghai, highlighting the partnership during the race weekend.
The partnership between the two companies was first announced in January and forms part of CLEAR’s broader marketing efforts to connect its scalp-care positioning with high-performance environments such as motorsport. CLEAR said it is reframing helmet hair as a sign of performance under pressure, highlighting its new shampoo product.
“At CLEAR, we engineer scalp care products for people who expect the very best from themselves every day,” said Mohamed Elsharkawy, Unilever China’s hair care marketing director and global vice president of CLEAR. “Our partnership with Oracle Red Bull Racing allows us to bring that innovation to life and connect with fans who share the same ambition to maximise their potential.”
