# Glossy Mag Mane Ads The Estetica Magazine Campaign Promotes a Hair Designer's Tool By Meghan Young | Published 2012-06-20 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/estetica-magazine-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/06/estetica-magazine-brunette-black/) & [leoburnett](http://www.leoburnett.com) The Estetica Magazine campaign is simple and clever. It elaborates on the tag line, "What's always in a [hair designer's hand](https://www.trendhunter.com/trends/the-no-gimmicks-campaign)," by making the model's mane look like the pages of a magazine. Chic and glossy, the ad campaign shows that this publication is a go-to source of inspiration for hairdressers and stylists around the world. Conceived and created by Leo Burnett, an ad agency based in Istanbul, Turkey, the Estetica Magazine campaign proves that hair designers need to do as much research as their clients. Art directed by Ahmet Sogutluoglu with creative direction by Guven Haktanir and Idil Akoglu Ergulen, the ad campaign features [illustrations](https://www.trendhunter.com/trends/magritte) by Selim Sahin and copywriting by Seral Celikbas. The portraits are playfully surreal and instantly informative. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 48% | Activity: 58% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Surrealistic Advertising:** Disruptive innovation opportunity: Explore unconventional and surreal approaches to advertising campaigns to captivate audiences and create a lasting impression. - **Interactive Print Media:** Disruptive innovation opportunity: Integrate digital elements into traditional print media to create engaging and interactive experiences that bridge the gap between physical and digital worlds. - **Influencer-inspired Campaigns:** Disruptive innovation opportunity: Collaborate with social media influencers and leverage their reach to promote products and services in a relatable and authentic way. ### Sectors Adopting This - **Advertising:** Disruptive innovation opportunity: Embrace unconventional advertising methods and explore new mediums to captivate audiences and stand out in a crowded market. - **Publishing:** Disruptive innovation opportunity: Incorporate interactive elements into print media to enhance reader engagement and create unique experiences. - **Beauty and Haircare:** Disruptive innovation opportunity: Collaborate with influential hairdressers and stylists to create innovative campaigns that inspire and educate consumers about new products and trends. ## Related on Trend Hunter - [Disruptive Hairstyling Campaigns](https://www.trendhunter.com/trends/the-lab-of-life.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Haute Auto Pattern Campaigns](https://www.trendhunter.com/trends/audi-car-couture.md) - [Expressive Hair Campaigns](https://www.trendhunter.com/trends/main-character-hair.md) - [Hair Repair-Focused Campaigns](https://www.trendhunter.com/trends/pantenes-new-campaign.md) - [India-Based Hair Campaigns](https://www.trendhunter.com/trends/streax.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [No-Nonsense Haircare Campaigns](https://www.trendhunter.com/trends/the-no-gimmicks-campaign.md)