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It was clear that one of the driving forces behind the brand was Fleur’s status and both sisters' stories about their roots and how they developed Kurl Kitchen from their personal haircare journeys.
This would become the driving force behind our activation – with a meet and greet with the sisters behind the brand, celebrating the natural Ghanaian ingredients and bringing that origin story to life in-store.
We’d need to show the products worked on the target audience – those with naturally curly hair types. As such, we’d include expert hair stylists to offer demonstrations of the range and who could provide invaluable knowledge about the brand's efficacy.
Our traditional Ghanaian market was set up in Boots Westfield White City for just one day. The straw-roofed display boasted rustic crates bursting with colourful fruits and vegetables, symbolising the natural ingredients of the Kurl Kitchen range. We created the Sankofa Salon with corrugated materials and bold prints. A retro boombox blasted out classic Ghanaian music, creating a lively atmosphere.
Fleur and Keshia hosted the meet and greet, inviting friends and family to celebrate alongside excited shoppers. We championed Ghanaian beauty with an expert hairstylist demonstrating tutorials and techniques using the Kurl Kitchen products.
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