Schwarzkopf: Live Shake It Up Colour Launch

schwarz2crop3Issue:

Schwarzkopf wanted to launch its new at home hair colour, LIVE Shake It Up, to the Australian beauty media with an event that would ooze glamour, while reflecting the fun nature of the new product.

Idea:

Launch the product with a full brand at Sydney hotspot, Gastro Park. The restaurant was decked out to mirror the Shake It Up brand identity, while renowned Gastro Park chef, Grant King, created a menu of cocktails and canapes that reflected the contents of the Shake It Up range – with the ingredients of one dessert shaken together by attendees in the same way as the product.

The event was hosted by former Miss Australia, Jesinta Campbell, and all attendees received a full briefing by Schwarzkopf National Technical Educator, Grant Withnell.

Impact:

  • Exceeded social media KPI by 500%
  • 55 pieces of coverage to date
  • Over 35 media attendees from the Australian beauty including including ’royalty’, such as Kelly Baker (Australian Women’s Weekly), Stephanie Darling (Madison) and Leigh Campbell (Cosmopolitan)
  • Hailed as the ‘talk of the building at ACP’ the following day

Leave a Reply