It’s a 10: The haircare brand transformed its signature “10” into a game-day moment. The intention was that when the total of the two teams’ scores added up to 10 at the end of a quarter, the brand would send up to one million free haircare essentials to subscribers nationwide. Fans were invited to sign up ahead of the game on the Super Bowl’s landing page, building anticipation for the event before and during the show.

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