MMP created dedicated brands for the beauty and hair salons which would integrate stylishly into a store environment and provide a platform for a glamorous launch campaign: and so Beauty Studio and Hair Space were born.
The launch had to satisfy two key criteria: create talkability and engagement at a local level and generate excitement at a national level among the target demographic and key influencers (e.g. beauty bloggers).
The creative theme represented a mix of 1950s retro glam and pop art: candy-coloured and fun. Shareable real-time digital content featured on in-store displays and interactive/mirrored screens - connecting the salon with the online world of dedicated followers of fashion and beauty.
All photography and artwork for in-store and launch comms was designed and produced by MMP, along with all-digital content and animation, an in-store catwalk and a selfie app enabling customers to take a pic or video of themselves strutting their stuff and share it instantly.