Azaria launches THX Total Hair Experts into the UK hair tools market!

Aim

A brand new hair electrical range aimed at 16-30 year old style and fashion savvy women exclusively available at Tesco. The aim was to create a buzz around this new range over Q3 and 4 and show real women how easy it was to achieve gorgeous hair with these products.

Activity

We wanted to get women to stop and think about their hair care routine and choice of products by taking the T-H-X Challenge. We held a #THXtransformation day where beauty, teen and mummy bloggers came to a central London location for a ‘hair-over’. A celebrity hairdresser showed them how to create the locks they had always wanted but the twist was that they had to recreate the looks on themselves. The event was videoed, with before and after pictures taken, which were then shared with their readers.

We outreached to hair stylists who used the range to style magazine cover stars and as part of their kit at London Fashion Week.

Our launch party included on-trend celebrities such as Millie and Louise from Made in Chelsea, high profile journalists and key influencers.

Finally, we established an active Twitter page to ensure the target audience was seeing THX Total Hair Experts on their key platform.

Results

  • Check out a snapshot of how the launch event went.
  • The Hot Air Brush Styler from THX Total Hair Experts was the biggest selling electrical product in Tesco Q4
  • The client's reaction: "Azaria PR are the most organised, hard-working and proactive PR agencies I have ever worked with. Our team at Tesco really enjoy working with Azaria PR because they offer a wealth of knowledge, experience and contacts. They often think outside of the box and have exceeded my expectations on the THX Total Hair Experts project by delivering a fantastic launch party and running a focussed press office. For me, the Azaria PR agency stands out from others with their endless energy, morale and passion. From my interactions with the team, Azaria PR carry a very professional and enthusiastic attitude, helping to drive projects forward despite some challenges along the way. The entire Tesco team would have absolutely no hesitation in referring Azaria PR to those in search for a PR agency. They are very much part of the Tesco family. It is a pleasure working with them." Simon Peck, Category Marketing Manager, Tesco PLC

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