We present the effects of our campaign for the leading beauty & haircare brand, Remington. #Zero Compromises – the launch campaign of the HydraLuxe PRO hair styling line – is also the beginning of cooperation with Spectrum Brands Poland.
Remington is one of the nearly 30 global brands of the American Spectrum Brands holding. Founded in 1937, the brand is the manufacturer of the first wireless razor and hair clipper. Today it is top of mind and a brand appreciated by users all over the world!
The aim of the campaign was to promote innovative devices from the Hydraluxe PRO line, allowing you to obtain a hairdressing effect, protecting your hair from thermal damage * and ensuring its perfect hydration. The flagship product of the line – the straightener – is the first device that uses a cool mist for maximum smoothness and healthy appearance of the hair. We knew that such a breakthrough solution deserves clear communication!
Experimenting with styling your hair is one way to express yourself. However, lightening, coloring, straightening or curling the hair can have a negative effect on its condition. Then a dilemma arises – a new styling or a healthy hair look? The Hydraluxe PRO line solves this problem – it allows you to style your hair while warm, protecting it from thermal damage * and ensuring the perfect level of hydration.
* The technology guarantees no thermal damage when styling at 170 ° C with the Hydracare Mist function on
The Hydraluxe PRO series lets you go crazy with your hairstyles without worrying about the condition of your hair and thermal damage *. Thanks to the advanced HydraCare and HydraMist technologies, you can present yourself in a new version every day. Hence the campaign’s key message: “ZeroKompromisów. Zero thermal damage * ”. It corresponds to Remington’s mission: “Be yourself your way.”
We wanted to highlight the revolutionary functionality and expressive character of the brand.That is why we invited strong, brave women who do not compromise – Maja Sablewska, Zofia Zborowska-Wrona and Marysia Winiarska. And also experts in the field of hair care: Agnieszka Niedzialek from the WWWłosy channel and celebrity stylist Gaba Zalewska
We created the hydraluxe.pl landing page to present the functionality of the devices and the technologies used in an accessible way. The website also contained information on consumer promotion, an action supporting the Rak’n’Roll Foundation, posts by influencers and a content marketing section.
As part of the campaign, we created an e-book “23 tips for healthier hair styling”, available for download at www.hydraluxe.pl. Content, which responds to real styling dilemmas, was created in cooperation with Remington experts. In line with the mobile first design idea, we focused on a format that allows you to conveniently view content on a smartphone or tablet.
One of our tasks was to adapt, in cooperation with the headquarters in Manchester, global brand materials for the Polish market. Based on the main idea of the campaign, we have prepared creative adaptations of digital and ATL formats – posts, TV spots and instructional videos. We have also made voiceover recordings.
As part of CSR activities, Remington made a donation for the production of wigs for the charges of the Rak’n’Roll Foundation. We also organized a competition popularizing the long-term program of the foundation: “Daj włos!”. Internet users published their photos under the slogan # DajWłosZRemington, encouraging them to donate their hair to the Foundation. The winners were a metamorphosis in the Gaba Hair Story salon and sets of Hydraluxe PRO devices. The promotion of the campaign was supported by influencers. Effect: the total range of activities under # DajWłosZRemington was over 1,000,000!
In Neon Shake, we also gave our hair – on our Instagram we posted an animation with information about the competition and the activities of the Foundation. A few of us took it a step further by donating our hair along with the Remington brand!
A successful campaign resulted in further cooperation. As a result, we deal with brand communication in social media and coordination of PR activities. We take care of two Facebook profiles and a brand account on Instagram, where we prepare a creative conference, moderate and cooperate with influencers.