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18 plus

18Plus, Hair Care Made Easy

concept-development | scriptwriting | Video Production | influencer-marketing

A Question, A Tip, and A Show That Makes Haircare Feel More Real

A five episode digital series built around real hair concerns, turning haircare advice into content people actually wanted to watch rather than skip past.

Five mega influencers sat down with dermatologists and hair experts to unpack real questions, giving every episode both reach and real expertise behind it.

Pimula developed the series end to end, concept, scripting, and full production, positioning 18Plus as the brand making haircare simple rather than overwhelming.

5

episodes produced across the series

5

mega influencers featured alongside doctors and hair experts

X

views generated across the campaign

X

engagement rate across episode content

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https://pimula.net/admin/collections/case-studies/22

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01. The Challenge

Making Haircare Advice Feel Like A Show, Not A Lecture

Haircare content easily slips into two extremes, overly clinical advice nobody retains, or vague influencer opinions with no real expertise behind them. 18Plus needed a format that combined both credibility and watchability in one series.

The series needed a structure simple enough to repeat five times without going stale, a question, a tip, and a real conversation, while still giving each episode its own hook through a different influencer and a different concern.

02. Behind the Scenes

Five Episodes, Five Influencers, One Real Conversation Each Time

Pimula built the series around a simple, repeatable format, a mega influencer sitting down with a doctor or hair expert to explore a real hair concern, structured around one question and one practical tip per episode. That structure gave the series consistency across all five episodes while letting each influencer and each topic bring something different to the conversation. From early planning to final execution, the team handled concept, scripting, and full production in house, turning real hair concerns into clear, useful content rather than generic brand messaging.

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