Presenting the Remington Salons: 2000 flyers, 450 styling sessions, 60 branded cupcakes, 20 clocks, 16 stylists, 10 days, 8m of fairy lights, 2 balloon arches, one neon sign and more rose gold decor than you can shake a stick at.
Fresh off the back of taking over Old Trafford for Remington and Manchester United’s co-branded products, our team of Remington Hatchlings launched into one of our biggest events yet: creating two pop-up hair salons in London and Manchester to celebrate the Remington PROluxe range.
Offering complimentary styles using the PROluxe wand, straightener and hairdryer, customers were welcomed into a truly insta-worthy salon for one week in each location, complete with outdoor flower displays, pastel-hued balloon arches and plush pink furnishings. The Remington promo team also hit the bustling streets of London’s Soho Square and Manchester’s St Ann’s Square, inviting Christmas shoppers for a retail refuel, or workers the chance to really wow at the office do…with their new do.
Building these eye-catching salons in prime retail locations and offering a complimentary but luxurious experience, gave customers the chance to not only see the products but feel them and receive a bespoke trial of them with a professional stylist. The visibility of Remington in such key shopping areas also meant the events helped to create meaningful connections between consumers and the range, while ensuring Remington was visible to over 220,000 consumers across the full two weeks. By having enthusiastic, expert stylists on hand to talk customers through the products and answer any burning styling queries, we were able to provide an exclusive ‘insider’ experience, as the PROluxe range is not typically available in salons.
A bespoke appointment booking system was launched two weeks in advance of each salon opening, whereby consumers could book into they’re 20-minute slot and secure their slot on a first come, first served basis. In order to help fill the pre-booked appointments, we worked closely with the Hatch social team to implement a paid strategy across Remington’s owned social media channels to target a localised audience with content that raised awareness of the activation and encouraged users to book their appointment online. Overall, our social strategy achieved nearly 500,000 impressions and 1,300 link clicks to the booking system.
Both salons also hosted journalist and influencer evenings, where attendees from titles including Good Housekeeping, the Metro, The Handbook and VIVA magazine could learn more about the long-lasting styles created with the PROluxe range. Product demonstrations, and education about the product’s innovative OPTIHeat technology were bolstered with glasses of fizz and Remington cupcakes, because life’s all about balance. Engagement with beauty journalists, ‘What’s On’ writers and those compiling Christmas Gift Guides ensured wide reporting of the salons, achieving 16 pieces of coverage and nearly 5,000,000 opportunities to see, as well as securing relationships with these key media titles.
If you want some support in running an experiential to reach your target audience, why not give us a call or drop by our swanky new office! More information about our events division, Hatch Live, can be found here.