Visuals of a woman with beautiful hair were fitted with a thin, gauge-9 nylon string to look like a strand of hair coming out of her head. The nylon “hair strands” were then attached to ceilings, walls and glass shop doors as HANGING MOBILES, POSTERS and OPEN/CLOSED shop signage. This gave the illusion that the materials were being held up by a single strand of the woman’s hair. At various consumer touch-points like groceries and partner salons, product samples were also given away in PAPER BAGS that had nylon “hair strands” as handles.

The result was interesting promotional executions that stood out in the beauty sections of stores and salons. And while it’s still in the early stages of distribution and display, the materials have already received 100% support from clients as well as merchants. This success is expected to replicate with consumers in terms of overall awareness of the product, impact and the strong hair claim. It is hoped that this effort marks the beginning of more and more interesting marketing and promotion solutions for large-scale manufacturers in Southeast Asia.