A luxurious mystery that let Lamellar Shine range do the talking
TRESemmé, a leading global haircare brand, was set to launch its new Lamellar Shine product range. However, in an oversaturated beauty market where over 30,000 products are introduced annually, the challenge was clear—how could TRESemmé capture attention amidst the noise and confusion? Consumers are often bombarded with benefits and bold claims, leaving them sceptical. TRESemmé needed a unique, stand-out event that would not only showcase the new range but elevate the brand’s perception.
The campaign had several key objectives.
Improve Brand Perception: Position TRESemmé as a premium, salon-worthy brand through an immersive experience.
Drive Product Education: Educate consumers on the benefits and technology behind the Lamellar Shine range.
Raise Awareness: Reach over 200,000 potential customers, creating buzz around the launch both online and offline.
Our approach was bold: a fully immersive, unbranded luxury salon experience designed to let the products speak for themselves. This would remove any preconceived notions about TRESemmé and surprise attendees with the premium results of the Lamellar Shine range. The solution involved creating a bespoke salon in the heart of Soho, aptly named Salon X, which would offer a high-end, four-step haircare experience.
The event strategy was designed to engage customers in several ways.
Mystery and Intrigue: A “catch us while you can” approach created buzz and exclusivity. Guests were invited via a sleek, unbranded booking site to ensure a diverse audience, including Superdrug beauty cardholders, VIPs, and influencers.
Hands-On Education: Salon X Specialists guided attendees through the four-step Lamellar Shine routine, demonstrating the salon-quality results they could achieve at home.
Influencer Marketing: A select group of content creators supported the event from pre- to post-launch, generating excitement and encouraging social media engagement without revealing the product identity until the final moment.
The Salon X launch was executed over several key phases:
Pre-Event Planning: We set up an unbranded website, allowing users to book appointments for a luxurious mystery salon experience. The pre-event buzz was heightened through a VVIP press and influencer preview, which generated early media coverage and social media chatter.
Event Launch: In Soho, London, Salon X welcomed seven days of back-to-back styling appointments. Upon arrival, guests were pampered in a stylish black-and-gold salon, with glimmering sequined backdrops and flowing drapery that set the tone for an opulent experience.
The Experience:
Guests were treated to a four-step treatment—shampoo, conditioner, serum, and frizz-control oil—completed with a personalised styling session.
A final runway reveal moment allowed attendees to guess the brand behind their transformed locks. These interactive videos could be shared instantly on social media, further extending the event’s organic reach
Influencer & Social Media Integration: Throughout the event, select influencers shared their experience via Instagram and TikTok, teasing the brand reveal while maintaining an air of mystery. The unbranded content piqued the curiosity of their followers, driving excitement.
Post-Event Engagement: Once revealed, consumers were directed to purchase the Lamellar Shine range at Superdrug. Attendees also left with a luxury goody bag full of TRESemmé products, further extending their experience at home.
