K18 launches giant human hair installation in New York

The hair care brand K18 launched a provocative marketing campaign in New York City featuring a massive installation known as ‘Tumblehair’. Created by the creative studio Uncommon, the nearly three-meter-tall sphere was constructed from approximately 167 billion real human hair fibers.

The installation rolled through various Manhattan neighborhoods, including Midtown, West Village, Chinatown, and the Meatpacking District. The campaign was designed to spark curiosity and a slight sense of disgust to break the industry taboo of discussing hair loss quietly or apologetically. The event culminated in a ‘Hair Longevity Lab’ at Gansevoort Plaza, where the public could undergo scalp analyses and learn about the brand’s new Future IQ serum.