Herbal Essences has the hairgasm, Pantene models have impossibly shiny locks, Timotei had the blonde woman on a boat...and yet, shampoo makers have shied away from a 'hair as strong as horse' concept.
Cream Silk needed a distinctive launch strategy for its new shampoo and conditioner, so decided to prove its products can fortify every strand to equine proportions.
Unilever, the parent company behind Cream Silk, called in bowmakers to craft violin bows from human hair treated with the new power products, rather than the usual sturdy horse hair.
The world's first human hair quartet was born and the Filipina violin quartet managed 40 songs over four sets without breaking their bespoke bows, Cream Silk claims.
Watch the hair quartet in action, below: