# Curly Heroine Campaigns Aussie Haircare's SHEROes Celebrates the Beauty of Natural Curls By Laura McQuarrie | Published 2019-08-10 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/sheroes References: [businesswire](https://www.businesswire.com/news/home/20190806005747/en) & [aussie](https://aussie.com/en-us/miracle-curls-leave-in-detangling-milk) As part of its Curl Power campaign, Aussie Haircare is introducing consumers to a group of SHEROes who are helping the brand to celebrate [natural curls](https://www.trendhunter.com/trends/shampoo-and-conditioners) and [empower the girls of Gen Z](https://www.trendhunter.com/trends/you-are-amazing) to embrace their beauty. While curly hair is often portrayed as unruly and difficult to tame, Aussie's Miracle Curls Collection aims to equip consumers with protective, moisturizing products that stave off enemies like [frizziness and damage](https://www.trendhunter.com/trends/mane-x-ouai-the-antifrizz-kit). At Beautycon LA, Aussie is bringing comics and Curl Power together by introducing five influential young women, each of which has adopted a SHERO persona like the Lioness, the Wave Warrior, the Vibe Queen, Radiant Star or the Dream Defender. To further celebrate its SHEROes, Aussie is also partnering with comic illustrator Jen Bartel to bring their personalities and distinctive curls to life. ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 53% | Activity: 74% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Gen Alpha, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hair](https://www.trendhunter.com/hair) ## Key Themes ### What's Driving This Trend - **Curl Power:** Opportunity for haircare companies to develop products and campaigns that celebrate and empower natural curls. - **Protective & Moisturizing Products:** Growing demand for haircare products that provide protection and moisture to combat frizziness and damage in curly hair. - **Partnerships with Influencers and Illustrators:** Potential for collaboration between brands and influencers/illustrators to bring unique and diverse perspectives on curly hair to the forefront. ### Who This Affects Most - **Haircare:** Haircare companies can tap into the market of consumers seeking products specifically designed for curly hair. - **Beauty:** Opportunity for the beauty industry to highlight diversity and inclusivity by embracing and celebrating natural curly hair. - **Illustration/comic:** Collaborations between brands and comic illustrators provide an avenue to showcase diverse hair types and empower individuals with curly hair through visual storytelling. ## Related on Trend Hunter - [Expressive Hair Campaigns](https://www.trendhunter.com/trends/main-character-hair.md) - [Immersive Curl-Powered Pop-Ups](https://www.trendhunter.com/trends/curl-powered-pop-up.md) - [Curl-Focused Hair Salon Capsules](https://www.trendhunter.com/trends/justice-professional-haircare.md) - [Expressive Curly Haircare](https://www.trendhunter.com/trends/got2b-curled.md) - [Textured Hair Advertising Campaigns](https://www.trendhunter.com/trends/from-one-queen-to-another.md) - [Texture-Inclusive Haircare](https://www.trendhunter.com/trends/texture-inclusive-haircare.md) - [Hair Repair-Focused Campaigns](https://www.trendhunter.com/trends/pantenes-new-campaign.md) - [Holiday-Ready Haircare Sets](https://www.trendhunter.com/trends/justice-haircare.md) - [Expressive Haircare Campaigns](https://www.trendhunter.com/trends/play-in-color.md)