got2b Kicks Off Hair Colour Revolution to Beat the Heat
As Japan’s summers intensify, hair colour brand got2b and creative agency I&S BBDO have launched the ‘COOL COLOR’ campaign, offering a new option for beating the summer heat. The ‘COOL COLOR’ campaign marks an industry first, transforming hair colouring from a purely aesthetic choice to a practical tool for combating extreme temperatures.
Climate change is being increasingly felt across Japan, where average temperatures have risen by 1.4°C over the past century. Extreme heat events are occurring with increasing frequency, with the nation experiencing more than four times as many days exceeding 35°C compared to 100 years ago, and over one-third of all days exceeding 40°C occurring within just the past three summers (Japan Meteorological Agency).
The severe heatwaves and the resulting rise in consumer stress was the motivation behind the ‘COOL COLOR’ campaign. Since black hair, characteristic among Japanese people, tends to absorb heat easily, got2b looked to explore the potential practicalities of lighter shades, thus creating a new value. Based on the hypothesis that hair colour could influence heat issues - particularly on the head, which is highly exposed to direct sunlight, the brand conducted a field test.
Wigs in various colours (black, blonde, silver, lavender, milk tea, and pink) were placed in an outdoor environment of 36.4°C with 60% humidity. Measurements taken at 3, 10, and 20-minute intervals revealed a striking finding: blonde hair measured up to 13.05°C cooler than black hair after just 20 minutes of direct sunlight exposure. The research demonstrated a clear trend: lighter hair colours consistently suppress surface temperature increases, with the temperature gap widening over time under continuous solar exposure.
"This campaign emerges from a critical moment," explains got2b marketing director, consumer brands at Henkel Japan, Yuka Ishikawa. "As heatwaves intensify and consumer stress mounts, we asked an overlooked question: could something as ubiquitous as hair colour play a role in heat management? By positioning our products as climate adaptation solutions, we’ve extended innovation beyond formulation into how products are conceptualised and consumed. The campaign therefore came to represent a meaningful shift, demonstrating how the beauty industry can simultaneously address personal comfort and global environmental challenges.”
The ‘COOL COLOR’ campaign launches nationwide with a clear message "Dye It Cool This Summer." Five women appear visibly cool amid intense midsummer heat, each showcasing lighter hair colours (silver, lavender, blonde, milk tea, and pink), with measured cooling benefits of each shade prominently displayed. The campaign video adds scientific credibility by seamlessly integrating thermal imaging data, visualising the real temperature differences between shades, with aspirational style and sensory appeal. Through its accompanying website and digital presence, got2b further underscores its commitment to establishing the new norm, that dyeing your hair is a legitimate way to combat heat discomfort.
"Hair colour has always been a powerful fashion statement," noted 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. For athletes, outdoor workers, and anyone enduring Japan's intensifying summers, this concept addresses both comfort and style. Through this campaign, we wanted to demonstrate that merging science with fashion doesn’t just maintain style - it elevates it, giving people the added confidence that comes from being genuinely comfortable."
