Redken



Salon International

Objective

To provide a team of 17 brand ambassadors, models and dancers to create brand awareness at the UK's largest event in hairdressing.

Delivery

35 brand ambassadors were profiled prior to the event and 17 were selected according to their image, personality and behaviour. Their hair type was also important as all ambassadors were styled and coloured by Redken prior to the exhibition opening. Redken is a product that is only available in selected salons and therefore not available commercially. The staff were briefed to inspire hairdressers that 'Redken colour rocks' and to communicate giveaways and a prize draw. The staff were also requested to create hype around the brand and build excitement. Staff were positioned on the DLR route, the venue main walkway, hotels, car parks and inside the exhibition. For further details please contact Aesthetics Events on 0870 9050333 or info@aesthetics.co.uk.