It’s between you
The quiet courage of a DIY haircut
As the pandemic raged on in 2021, DIY haircuts were trending. From Pink to Zuck himself, #quarantinecuts were everywhere. But when a woman cuts her own hair it’s a story of far greater change. Especially in a country where hair has a lot of cultural symbolism.
At a time when WhatsApp was a vital tool for staying connected, we recognized the opportunity to explore the profound connections that the app enables.
With the expansion of the Between You campaign into the Indian market, we shared a story of quiet courage unfolding within the private space of the app. We aimed to highlight how, for a woman, cutting her own hair can be an act of empowerment and self-definition. It’s a transformative moment that, while personal, also requires a unique form of shared intimacy to bring about a meaningful change.