To show that the Arno hairdryer line offers the same results that the consumers are used to on beauty saloons.We organized a guerrilla marketing campaign with celebrities and fashion magazines on beauty saloons. We manually marked the pictures of beautiful haircuts on celebrities and fashion magazines with a Arno hairdryer stamp. The campaign showed up on blogs, social networks and specialized websites.

A large batch of celebrity and fashion magazines was bought and taken to a studio. Every picture of beautiful hair received a stamp of an Arno hair-dryer.

The magazines were distributed in the salons of Sao Paulo. When the consumers were reading the magazines, they saw every beautiful hair had a Arno hair dryer on it. The public was impacted directly. All this has generated a lot of conversation for Arno, the initiative was publicised and commented on in social networks, generating thousands of dollars in spontaneous media. The sales of Arno hair-dryers grew 15% in a month in Sao Paulo.