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.
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.
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