merit
Everyone deserves the confidence that pro-quality hair service has to offer, even if they can’t make it to the salon. So, we took Schwarzkopf on the road to meet consumers where they were.
To support the launch of its Keratin Color line of professional at-home hair coloring, Schwarzkopf tapped us to develop an interactive experience we called the “Hairstream.” This fully-functional mobile salon supported consumer, professional and corporate events with beautifying experiences that empowered guests to tell their own style stories with confidence.
One key feature: A branded, AR-powered Magic Mirror that allowed attendees to look in and explore various product SKU hair colors applied to their own hair. Guests could also snap photos within a “What story will you tell?” branded booth.
We partnered with influencers Margret Josephs and Sofia Vergara for fan meet-and-greets.
When Schwarzkopf concluded its nine-month tour in Nov. 2024, it had provided highly engaging and memorable salon experiences across 20 stops nationwide.
With our agency partner, we designed, produced and executed the Schwarzkopf Color on Tour mobile salon. Using “What story will you tell?” as the creative platform and an Airstream (nicknamed the “Hairstream”) as the creative execution vehicle, we built an engaging mobile salon experience that allowed guests to discover the new Keratin lineup. This multi-purpose salon delivered product education, captured content and generated awareness to consumer and professional haircare audiences.
Schwarzkopf certified stylists provided attendees with complimentary color consultations, hair stylings and full colorings. This experience was open to walk-ins and those with appointments.
Hosts greeted guests and directed them to a stylist to begin their service. In front of the mobile salon, guests were treated to a stylish lounge where they could relax and wait for their consultation/appointment. A Schwarzkopf Refresh Bar provided complimentary hair and make-up touch-up stations to stay festival ready.
The effort educated consumers, captured content and generated awareness for shoppers and hair professionals, while Schwarzkopf-certified stylists delivered complimentary color consultations, hair stylings and full colorings.
Color on Tour included a guest lounge and complimentary make-up stations. Celeb influencers Margret Josephs and Sofia Vergara conducted fan meet-and-greets at special events. Influencer stylists Jonathan Colombini and Julius Michaels also attended.
Guests completed a pre- and post-experience survey. The guest experience rating was near-perfect, with a 99.5% positive sentiment, paired with a 96% positive brand favorability post-experience rating. We’ve also achieved a net promoter score of >95%. To date we have completed nearly 1100 in-chair styling and coloring experiences. Consumer feedback has been overwhelmingly positive.
Most importantly, we were able to raise awareness by 140%, increase purchase consideration by 136%, and consumer purchase intent by 81%.
With this immersive activation, Schwarzkopf aimed to raise awareness amongst Gen-Z and Millennial consumers as well as professional stylists, both of which now have access to pro-quality Schwarzkopf products from salon suppliers to common retailers like Target and Walmart.
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