new direction

April last year, legendary haircare brand Marc Anthony saw a mysterious uptick in the sales of its Strictly Curls curl-defining lotion, from a collection that launched in 1997. After doing some digging, the brand found that the spike was due to the TikTok #StrictlyCurls challenge, in which users applied the lotion and showed off the results on the video app. Today, the hashtag has more than 11 million views, contributing to the 60 per cent increase in Strictly Curls product sales. Similarly, in October, Clairol Professional saw its Shimmer Lights