United States

2020

REDKEN Frizz Dismiss

Entrant Company

Agency Guacamole

Category

Experiential & Immersive

Client's Name

Redken

Sub-Category

Brand Engagement Event (NEW)

Miami is known for its beaches and heat, making it the perfect city to launch Redken’s new Frizz Dismiss hair care line and put to test the Collection’s claims for smoother, humidity resistant hair! Our March 2019 event took place at the One Hotel South Beach and celebrated the new launch with Miami press, beauty/lifestyle influencers and hair artists. Guests were encouraged to learn about and try the new products in several ways, including: INGREDIENT HIGHLIGHTS: Beyond stating that the ingredient mix includes Babassu Oil, a nourishing element to help tame flyaways and decrease puffiness, we took it to the next level—via actual Babassu Palm Trees brought in as part of the décor. KEY CLAIMS: Sulfate-Free, Sustainably Sourced and Heat Resistant up to 450 Degrees—check, check, check! We highlighted product claims via factoid decals along the perimeter as well as framed “artwork” in emoji fonts. BOLD NEW PACKAGING: Slightly different than Redken’s standard packaging colors, the Frizz Dismiss Collection’s bold new red/orange/gold packaging design was magnified—literally—via 10-12-feet-tall replicas of the products floating in the venue pool. Additionally, we built out a mini-salon and hosted a hair professional to custom dry styling for guests using the new Collection. Finally, guests left with the Frizz Dismiss Collection in a #REDKENREADY branded transparent beach tote, the perfect Miami accessory.

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