GETTING #HAIRSTRONG WITH AQUIS
AQUIS is the hair brand that believes in self-care for your hair. To stop talking about "good hair days" as if they are happy accidents, and work on building that intrinsic strength. They formulated a better and healthier way to care for your hair that shaves time off your routine, protects and perfects your hair, and gives you that unquestionable confidence in your hair that makes you #HairStrong.
To support the launch of the AQUIS Prime hair care system in Sephora -- the brand’s first foray into clean haircare -- Beach House worked alongside the AQUIS team on developing the comprehensive, multi-tiered “Hair Strong" program -- an inclusive hair movement celebrating your hair’s healthiest, best state, no matter what kind of hair you were born with.
The goal? Generate awareness, excitement, and ultimately sales, for the launch of this new segment for the AQUIS brand through a series of storytelling moments using the #hairstrong foundation for smart, savvy media relations, strategic paid and organic tastemaker marketing with highly engaged social media influencers and pro hairstylists, editor desksides, and experiential eventing.
The Agency also architected sampling partnerships with leading fitness outposts such as Flywheel, Lekfit, and Yogaworks in key metropolitan areas that generated product reviews and social fan acquisition, and negotiated and activated key ambassador partnerships, as well.
HOW DID WE DO IT?
Influencer & Tastemaker Marketing
Brand Communication Strategy
Product Launch Communications
The #hairstrong movement kicked off in full effect with thousands of social media tags and education touchpoints, over 100M media impressions across such leading outlets as Allure, Zoe Report, Byrdie, and more, hundreds of pieces of influential social media content, and dozens and dozens of reviews -- all working in tandem to strategically move the needle to create a massively successful launch.
backstage diaries with sultra