Pureology “New Strength Cure” U.S. National Product Activation
Overview: Procured Pureology collaboration for RARE by Ruth Roche. Client was chosen as part of Top 10 U.S. haircare beauty studio experts featured to promote & retail the 5 piece hair care color system by hosting an exclusive pre-launch press event.
Target: Invited 50 VIP customers (spending exceeded $1,500 within the last year), beauty editors & lifestyle bloggers to participate in Strength Cure sampling & lecture lead by Pureology education team.
Strategy: Lead full-scale national product campaign with Pureology marketing/PR division to execute experiential strategies.
• Successfully saved 18% on event production budget.
• Facilitated venue decor, appetizer & bar catering.
• POP visual merchandising display setup.
• Secured specialty gifting & product information kits distributed to all press.
Insights: Consumers are much more likely to purchase new products when they have the opportunity to learn what the brand has to offer through an interactive experience.
• RARE social media platforms spiked by 98%.
• Product retail sales grew by 21%.
• Customer growth averaged 58%.
• Service appointments increased by 27%.
Vanessa Diaz NYC 