# Cursive Coif Campaigns These Rowenta Appliance Ads Promise Individual Style By Amelia Roblin | Published 2011-06-29 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/rowenta-appliance-ads References: [adsoftheworld](http://adsoftheworld.com/media/print/rowenta_hair_styling_appliance_your_hair_is_you_2) & [publicisbold](http://www.publicisbold.com/#/-tr/home) People play with clothing, accessories and makeup to develop trademark looks, and these Rowenta Appliance ads offer the implements that will help them to devise their own distinctive styles. The [Publicis](https://www.trendhunter.com/trends/whats-in-my-vag) Bold advertising agency of Istanbul, Turkey, decided that it would be difficult to make a print that pictured a person work. Not knowing her intimately, consumers would thus be unable to agree that her hairstyle is well-suited to her personality. Therefore eliminating the need for a model, the campaign uses strands of hair arranged into calligraphic text, spelling the first names of hypothetical women. In this way, the Rowenta Appliance ads for [hair straighteners and curling irons](https://www.trendhunter.com/trends/infinitipro-digitalaire1) suggest identity quite successfully. **Implications** - Consumers often crave popular products that still allow them to express their individuality. Advertisers can communicate distinctiveness using suggestion and the absence of a model whose image might impose on such a concept. ## Trend Insights (Trend Hunter) - Score: 1.2/10 - Popularity: 24% | Activity: 5% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, 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 - **Personalized Styling:** Brands can leverage the desire for individuality by offering personalized styling products and solutions. - **Innovative Advertising:** Ad agencies can use creative and unique approaches like calligraphic text made of hair strands to promote brands and products. - **Non-model Campaigns:** Campaigns that feature the absence of models can suggest identity and allow consumers to imagine themselves as the customer in a given scenario. ### Sectors Adopting This - **Beauty:** The beauty industry can create and promote hair styling products that give consumers a sense of individuality and personalization. - **Advertising:** The advertising industry can incorporate innovative and unconventional methods to promote brands and products in a way that engages and connects with consumers. - **Fashion:** The fashion industry can work with beauty brands to create cohesive looks that incorporate personalized styling products for a unique and individualistic style. ## Related on Trend Hunter - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Design-Imprinting Hair Straighteners](https://www.trendhunter.com/trends/parlor-popron.md) - [User-Centric Hair Curlers](https://www.trendhunter.com/trends/curly-hair-styling-innovation.md) - [Immersive Curl-Powered Pop-Ups](https://www.trendhunter.com/trends/curl-powered-pop-up.md) - [Disruptive Hairstyling Campaigns](https://www.trendhunter.com/trends/the-lab-of-life.md) - [Hair Repair-Focused Campaigns](https://www.trendhunter.com/trends/pantenes-new-campaign.md) - [Mix-and-Match Hairstyling Kits](https://www.trendhunter.com/trends/style-chemistry.md) - [Haute Auto Pattern Campaigns](https://www.trendhunter.com/trends/audi-car-couture.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md)