Azaria was given the task of debuting the range of electrical hair styling tools, THX Total Hair Experts to the UK market. The aim of this exciting launch was to secure coverage in publications of influence to 18-32 year old women and position THX Total Hair Experts as an accessible alternative to other brands in the hair styling market. But how would Azaria implement such a campaign?
Firstly we held a beauty event with key influencers from the beauty and lifestyle media so that the THX Total Hair Experts Tools could be previewed. Next, we held a blogger challenge with a select number of beauty and mummy bloggers who were invited to take on the THX Total Hair Experts challenge.
The most exciting activity though was the launch event which took place at a swanky venue in London. Celebrities such as Millie Macintosh, Louise Thompson, Danielle Lloyd and Imogen Thomas attended with ex Sugababe, Keisha Buchanan on the decks. The purpose of the event was to celebrate the launch of the new range to the UK market and showbiz press and Tesco workers were also in attendance to raise a toast to the revolutionary range.
Azaria also supported these activities with a press office to ensure that editorial coverage on the electrical hair styling tools was secured, along with a social media campaign to ensure that THX Total Hair Experts had a voice on a platform where customers could give their thoughts on the products in the range.
The result of these activities? Over 200 pieces of editorial coverage in glossy magazines, celebrity magazines, National newspapers, blogs and online sources of influence to 18-32 year old women were secured. Just some of the publications where THX Total Hair Experts featured included; The Sun, Woman, Now, Hair magazine, Look, Mail Online, Woman’s Own, Closer, London Evening Standard Online, Teen Now and the Sun Online.
Not only did we raise the profile of THX Total Hair Experts, but the key functions of the electoral hair styling tools were clear throughout each piece of editorial coverage, journalists were clear on the position of THX Total Hair Experts within the hair care market, the THX Total Hair Experts hair tools were featured alongside leading electrical hair brands and most importantly, the activities that Azaria executed got consumers talking about the new range.
Keep your eyes peeled for more from the exciting brand in the very near future!