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.
“AQUIS is such a game-changer. Love the way my hair looks and feels! Thanks so teaching me the [AQUIS] holistic way. I’m obsessed!”
“Chlorine, salt water, UVB rays...summer takes a major toll on my already fragile hair using my @aquishair towel is one less damaging factor to my hair by absorbing more water & cutting drying time in half! #hairstrong”
“We woke up and gave ourselves fresh manicures and @aquishair leave-in conditioner treatments! Since hair is most susceptible to damage when it’s wet, it is extremely important to dry it in a healthy way so the @aquishair towel and turban were the perfect solution. It dries hair in half the time and eliminates frizz! ... See the #HAIRSTRONG results for yourself!”
HOW DID WE DO IT?
Strategic Planning
Media Relations
Thought Leadership
Influencer & Tastemaker Marketing
Targeted Partnerships
Brand Communication Strategy
Product Launch Communications
Desksides
Eventing
The Results?
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.
“NEW YEAR, NEW HAIR CARE ROUTINE - #HAIRSTRONG”
“Going natural was such a process for me. One of the first things I learned was to never use a cotton towel on your curls because it’s super drying and damaging, so I knew finding the perfect towel was essential. Thankfully I’ve found two amazing alternatives that keep my curls healthy and also make my styling process a little quicker. The @aquishair Lisse Luxe Hair Turban and Hair Towel not only help with drying but also help with styling and cutting the diffusing process in HALF. Idk about you guys but anything to make my wash day a little more tolerable I’m ALL about. Follow @aquishair for more! #HAIRSTRONG”
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