Crack Wise

I’ll say this about Crack, a leave-in hair cream: Its branding is thorough.

 

Crack is “a habit-forming hair fix” that’s “curiously addictive” and provides “instant gratification.” There’s even a nod to “This is your brain on drugs,” the 1987 campaign from Partnership for a Drug-Free America.

 

 

In a video, a spokesperson tells us Crack is “made of sophisticated microproteins and power peptides found in our hydrolyzed wheat protein.” Translation: It’s got electrolytes.

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(Thanks to my friend Vicky for the free sample. Now I’m hooked, dammit.)

 

Comments

[twitter.com/NextMoon]

I love the footnote in the web ad: "No hairdressers were harmed while testing this product."