Hulu recently celebrated the release of the horror-comedy film Bad Hair by sending some late ‘80s nostalgia to Black influencers and press, and in turn supporting Black-owned businesses. The streaming service partnered with agency Allied Moxy to create promotional kits themed around director and producer Justin Simien’s new horror send-up, which Hulu released Oct. 23.
The film follows a young Black woman named Anna (Elle Lorraine) who’s told to get a new hairstyle to advance her career at a music television network in 1989. After Anna decides to get a weave, she realizes her new hair has a mind of its own … literally.
Marcus Best, vp of Allied Moxy, told Adweek that the agency and Hulu wanted to create a kit that would stand out from other mailers and appeal to the Black community.
“It was important for us as an agency, and for Hulu, to do something that would support Black businesses,” Best told Adweek. “That was one of our top priorities as we put together the genesis of the mailer, while making sure it fell within the themes of the actual film.”
Best said the agency designed the kits to resemble a gift from Cult Live, the film’s fictional BET-esque network run by Vanessa Williams’ character Zora. For an ’80s vibe, the design incorporates splashes of pink, green, yellow and lavender.
“Even though Bad Hair is a horror film, we didn’t want to have that sensibility with the mailer,” Best said. “We wanted to make it lively and upbeat.”
Best said in curating the products for the kits, the agency wanted to provide items that its recipients could actually use.
Inside, the kits offer items including ‘90s-style press-on nails by She’s Pressed Nails; a hair care kit from Tracee Ellis Ross’ company Pattern Beauty; hair clips by 3 Woke Girlz; and hair wraps by Nicole Ari Parker. The kits also offer items that specifically tie into the film’s narrative, including a Cult Live hoodie and a folk tale about the Moss Haired Girl.
Best said the agency mailed around 150 kits to influencers and press. The campaign encourages recipients to share their kits on social with the corresponding hashtags, and tag all of the participating businesses, whose social handles are listed inside the boxes.
“For us, this campaign is about understanding the film’s audience and things that will be a passion point for them,” Best said. “We also understand that during this time, it’s important to celebrate and support minority-owned and Black-owned businesses.”
Bad Hair also stars Lena Waithe, Laverne Cox, Jay Pharoah, Kelly Rowland, Usher Raymond IV and Blair Underwood.