Marketing
Our mission is to be more than a company
Our brand strategy has evolved alongside our community. In the beginning, our focus was positioning our products and building brand recognition. Once 317 became a household name, we took our mission a step further: creating meaningful experiences that actively involve our customers and make them feel part of our journey.
This vision led us to call upon our community in 2013, setting a Guinness World Record for the highest number of people having their hair colored in a single day—a historic achievement that remains a defining moment in our story.
Driven by the desire to highlight authentic beauty, we invited women of all ages and walks of life to serve as brand ambassadors. We wanted real women to represent who we are. That is how we joined forces with Rita Fournier, founder of the Solidarity Wigs Program. Rita is a hairdresser who crafts free wigs for women experiencing cancer-related hair loss. Her life's work deeply inspired us, leading us to partner with her to amplify her mission. Today, Rita stands as our primary ambassador and the heart of our brand.
In 2022, we introduced the special-edition 317 'Pink Box'—an intentional departure from our iconic red packaging, designed to shine a spotlight on this cause. Every purchase of our hair dye or personal care line directly contributes to Rita’s project, helping provide wigs and comfort to women when they need it most.
