TRESemmé had a new Lamellar Shine product range ready to launch. The brand’s challenge was to boost its perception as a salon-worthy brand. However, with over 30,000 new hair and beauty products launched annually, it’s tricky to capture attention in this market.
Our challenge was clear: We needed a product launch experience to outshine the other new-to-market offerings. We wanted an exclusive experience that allowed consumers to get up close and personal with the new range, full of education, hands-on experiences, and, most importantly, fun!
Our strategy for this campaign was to find a fresh way to launch TRESemmé’s new range, pushing the premium nature of the products and surprising people with what they thought they knew about the brand.
Our research showed a 10% increase in consumers purchasing and using hair treatments and serums compared to 12 months ago, indicating they’re going beyond a simple shampoo and conditioning treatment. So we knew we needed to drive the effectiveness of the four-step process to elevate their usual haircare routines, making TRESemmé their go-to brand.
70% of consumers become repeat customers after an experiential marketing event, so we wanted to bring something unexpected to outshine a typical product launch in-store and online. Tapping into the element of surprise, we’d wow them with what they thought they knew about the brand, flipping expectations on their head.
With 82% of beauty shoppers scrolling Instagram daily, supporting the experiential with social media and influencer marketing was a must. We’d source a diverse collection of content creators to boost awareness and engagement beyond the event itself.
Proving product efficacy is a highly effective method of showing that a product does what consumers expect from it, plus providing opportunities for education and information. So, we wanted to create an experience where guests could experience the products, try them on their hair, and learn why the ingredients gave them the desired result.
To stand out, our solution was bold. We’d launch the range completely unbranded, letting the products shine. This would allow consumers to experience them without any judgements so that the results spoke for themselves.
We give you Salon X.
Deep in the heart of Soho, this mystery luxe salon appeared. Set to blow (dry) guests away, it whisked them through four-step hair styling experiences, primping and pampering their tresses without any preconceptions about the products responsible for their luscious locks.
A striking black and gold entrance enticed passersby and pre-booked guests into the salon, with shimmering sequined backdrops and dreamy billowing drapes highlighting the individual styling stations. Attendees relaxed with glasses of fizz while Salon X Specialists educated them on the range's products, ingredients and benefits. They lounged as their hair was shampooed and conditioned with a relaxing head massage. Serum was run through their roots before styling with a look of their choice. Stylists teased and tweaked their hairdos, finishing with a flourish of finishing oil.
Afterwards, Salon X Specialists encouraged guests to “show off their shine”, ushering them to the reveal runway, complete with interactive video capture for the big product unveiling. They could then share these videos on their social media channels, boosting the experience online.
Seven select content creators supported the launch from pre- to post-event, generating excitement for the enigmatic experience and aligning the reveal moment narrative across their social platforms. To ensure the campaign felt authentic and fun, we briefed the influencers to create content that was true to their style while demonstrating product use at Salon X and at home, igniting their followers’ curiosity about the range. We ensured they had a clear call-to-action, reminding their audience to purchase the products in Superdrug.
Once attendees learned about the brand and Lamellar Shine range, they could shop for all the products they’d tried at a discounted rate to boost sales. Plus, they left with a premium goody bag packed with TRESemmé products, extending the experience at home.
