23 Stories put forward Vogue Creative Director and hair rebel Grace Coddington as the face and spirit behind this campaign. Grace art directed magazine pictorials featuring real women and executed an animated Instagram campaign celebrating her own hair journey. Various Condé Nast editors also committed to using real women in their hair content online for a coordinated period of time.

There was a +15% increase in brand favorability as it inspired women to feel more positive about their image.