To make it easy for busy beauty editors—they have so many lip glosses to try—to experience its new hair sprays, John Paul Mitchell Systems set up a portable salon where it couldn’t be missed: Times Square. Senior vice president and creative director (at Paul Mitchell) Nanette Bercu worked with ShopPR to design a hair and makeup trailer where editors could get their hair blown out and styled with Worked Up and Hold Me Tight, Paul Mitchell’s new hair sprays from its Express Style line. (The ladies from Condé Nast had the shortest commute, as the trailer was parked right behind the publisher's headquarters.)
The trailer’s interior looked like a full-service salon, complete with sinks, dressing table mirrors, and salon chairs. Flowers from Fiore and Between the Bread's cupcakes and sandwiches gave the trailer homey touches. Promotional 1’s street teams distributed the hair sprays to people passing by.
Bercu wanted the promotion to be a fast and easy way for beauty editors to experience the product without taking up a lot of their time. “You can’t hold another cocktail party for beauty editors,” Bercu said. But her quick and simple concept still gave editors a chance to interact with the brand's team of stylists and the product. “It’s about the contact,” Bercu said. “You reach a comfort level when you touch someone…we could do their hair in five to ten minutes, but they love it so much that they stay [longer].” New York was the trial market for the promotional salon-on-wheels; if the promotion generates positive editorial content, Paul Mitchell plans to take it other major markets including Los Angeles, Miami, and Chicago.
—Christine Maddalena
Posted 07.17.06
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The trailer’s interior looked like a full-service salon, complete with sinks, dressing table mirrors, and salon chairs. Flowers from Fiore and Between the Bread's cupcakes and sandwiches gave the trailer homey touches. Promotional 1’s street teams distributed the hair sprays to people passing by.
Bercu wanted the promotion to be a fast and easy way for beauty editors to experience the product without taking up a lot of their time. “You can’t hold another cocktail party for beauty editors,” Bercu said. But her quick and simple concept still gave editors a chance to interact with the brand's team of stylists and the product. “It’s about the contact,” Bercu said. “You reach a comfort level when you touch someone…we could do their hair in five to ten minutes, but they love it so much that they stay [longer].” New York was the trial market for the promotional salon-on-wheels; if the promotion generates positive editorial content, Paul Mitchell plans to take it other major markets including Los Angeles, Miami, and Chicago.
—Christine Maddalena
Posted 07.17.06
Related Stories
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Gap Takes Hippie Bus on the Road
Spokesmodel Search Is a Fragrant Affair
Launch Gives Beauty Editors Red-Carpet Treatment
Hair Care Party Has Chem-Lab Look
The trailer's interior had the look of a full-service salon.
Between the Bread provided colorful cupcakes for beauty editors to snack on.
The trailer stood out in the midst of Times Square traffic.
