Critical Analysis of Monday Haircare Advertisement
Advertisements shape consumer behavior, which makes them one of the most powerful tools for companies. An advertisement essentially determines the success of a company regarding what they are trying to sell or promote. The brand Monday Haircare, founded in 2020 by Jamie Lupton, understands the importance of advertising. Monday Haircare believes in making luxury haircare at affordable prices and is devoted to making its products clean and accessible to everyone. Monday Haircare is committed to sustainability through demonstrating social and ecological practices in its company’s daily operations and practices, which is highlighted in its advertising.
Monday Haircare is socially responsible as they strive to make an impact on a larger scale. They are focused on ethical standards and people. The company implements three socially responsible practices regularly. The first practice is animal TikTok’s, not testing. In the article, “The Ethical Issues of Animal Testing in Cosmetics Industry”, Kant states, “unlike objects and animals, humans are never to be used merely as a means to another’s ends.” Monday Haircare genuinely cares for animals and is a cruelty-free company that doesn’t believe animals should be tested on. The second initiative that the company performs is their Monday gives back program. This program is devoted to making Monday Haircare products accessible to those who may not have the financial means to purchase them. They want to give vulnerable women access to their self-care products. The final socially responsible practice they take satisfaction in is having high standards. The company has many certifications, such as BRC, SEDEX, and ISO4001. All these certifications hold the company to high ethical standards regarding the safety of consumers and workers.
Along with its social responsibilities, Monday Haircare demonstrates ecological practices as they are determined to make a positive impact on the environment. Many companies use an unnecessary amount of plastic when making packaging for their products. The company has four steps in which they take to eliminate unnecessary waste. These steps are as follows. Making plastic fantastic, square up, coming unstuck, and packing it. Making plastic fantastic simply means they have created bottles that are 100% recyclable. In addition, 20% of the plastic used to make the bottles is already recycled plastic. The second step is square up, which is in reference to the shape of their bottles. The square shape of their bottles is intentional, as this allows for less space to be needed to transport them. The pump on the bottle is also made to give you the perfect amount of product, eliminating waste. The next aspect of the bottle that is made to be environmentally friendly is the label. The label is directly printed onto the bottle, not using an extra layer of plastic. Finally, they ensure the packing of the products when being distributed is made from 100% recycled material.
Every advertisement carries a message. The recent advertisement that Monday Haircare put out, conveys a message related to self-care. The advertisement is showcasing to its viewers that you can romanticise self-care by purchasing and using their products. The sticky note at the foreground of the images reads “To Do: Everything shower”. This note is to remind the individual of the importance taking time for yourself and how a shower can be something to look forward to. The colours that they have used in this ad are very intentional as they match their products. The two colours that were used in this ad were pink and white. They incorporated a few different shades of pinks to create contrast which ultimately makes it more appealing to the human eye. In addition to colour choices of the advertisement, they deliberately placed the products in the ad, likely using the rule of thirds. The rule of thirds is when you precisely divide an image into a 3×3 grid, leaving you with nine equal parts. In this case the brand displayed their products mainly in the fifth box. This box is known as the focal point of an image, where the eyes drawn to. Finally, every brand must have a target audience. Monday Haircare has designed this advertisement to be of interest mainly to young women, who value the aesthetic of their products as well as self-care. After analysing this advertisement, the brand put lots of thought and time into making It. As a result of their efforts, this advertisement is visually appealing and effective.
In conclusion, the brand Monday Haircare values social and ecological practices and strives to incorporate them into their business through aspects like giving back, being cruelty-free, and eliminating waste with alternative packing materials. The advertisement showcases the eco-friendly practices that the company enforces, while the social responsibilities are done more behind the scenes. If an advertisement includes all the formal elements, it can be a powerful tool that shapes consumer behavior.
“Kant, The human use of animals: Case studies in ethical choice. New York: Oxford University Press. quoted in “Yue Wang, Yuan Zhao, Fuhui Song. The Ethical Issues of Animal Testing in Cosmetics Industry. Humanities and Social Sciences. Vol. 8, No. 4, 2020, pp. 113.”
“Monday Haircare, “Social Responsibilities,” Mondayhaircare.com, Accessed September 30, 2025, https://ca.mondayhaircare.com/social-responsibilities/.”
“Issac Jordan Gatt, Paul Refalo, Reusability and recyclability of plastic cosmetic packaging: A life cycle assessment, November 2022, pp. 1.1.”
“Monday Haircare, “Social Responsibilities,” Mondayhaircare.com, Accessed September 30, 2025, https://ca.mondayhaircare.com/social-responsibilities/.”
“Monday Haircare, “The Monday Ethos”, Mondayhaircare.com, Accessed September 30, 2025, https://ca.mondayhaircare.com/our-ethos/.”
Leah Quintana
Reading through your analysis, it appears the focus was more on the company’s green practices rather than how the ad presented that information visually. It is clear the company has many social and environmental initiatives to encourage ethical consumption. They use recycled plastic, space-efficient shaped bottles, and sticker-free labels. They also appear to hold social responsibility and giving back as a main value for their brand. Visually there are no indications that they are an environmentally conscious brand from this specific ad grab. For example, common greenwashing practices of using a green color association or environmentally buzz-words to influence the consumer are not present. From my perspective, the advertisement has more visual cues than were mentioned that could have been added to your analysis. Firstly, the image has Monday Haircare’s products placed among school supplies of notebooks, pens, sticky notes, and a laptop. The whole image is various shades of soft, pastel pink which are stereotypically associated with femininity. With these two traits in association, it appears to be marketed towards young women who are in school. It tells a message that these products will be a part of your education, as if they will be helping the consumer excel in their studies. Unfortunately, I could not pick out where you had used two out of three of your scholarly sources. This may have been a formatting issue but nonetheless, I was not able to find those trusted voices in your paper as they did not appear to be numbered or quoted.