K18 takes hair shedding to the streets with giant tumblehair stunt

K18, a biotech-powered hair care brand, has taken a larger-than-life approach this month to highlight the issue of hair shedding with a new street-level marketing stunt in New York City. The campaign features a massive 10-foot “Tumblehair” ball made from real and synthetic human hair, rolled through the streets of Manhattan. 

Created with Uncommon Creative Studio, the stunt was designed to draw attention to the amount of hair people lose and build awareness around K18’s new FutureIQ Biomimetic Hair Longevity Serum. 

The car-sized hairball travelled through the streets of New York City and made its way near a downtown Sephora, turning heads among pedestrians and creating a striking visual for social media. The unusual installation was designed to make a familiar but often overlooked issue – hair shedding, impossible to ignore. 

According to the campaign, the giant ball represents approximately 161 to 167 billion strands of hair, using its sheer size to give a physical scale to the amount of hair associated with shedding and hair loss.  

The stunt also puts K18’s new FutureIQ Hair Longevity Serum at the centre of the campaign. The product is designed to reverse hair ageing and reduce shedding.