Field Marketing & Brand Experience Awards 2009 | 11.08.09

Wax Live, the experiential division of Wax Communications, has been nominated for an award at the FM&BE 2009 Awards for the Remington ‘Shine Therapy’ campaign.

The awards ceremony is on in London on 8th October.

The Remington Shine Therapy Tour was created to promote the new Remington New Shine Therapy Straightener which features innovative vitamin infused technology and Remington New Shine Therapy Dryer with vitamin boost technology.

Remington, with a heritage in electrical beauty, has a total haircare market value of £152m and is achieving a 4% year-on-year sales growth.

The brand sits at number 2 with a 16% share of the market behind Babyliss (2009 figures).

Research conducted proved women wanted fantastically shiny hair – but with no compromise to their style and look and without the everyday drudgery.

Remington developed a revolutionary range of styling tools ‘Shine Therapy’ that care for hair while styling. No other haircare brand has this unique offering.

The Wax Live campaign was to encourage trial of the new Shine Therapy products (to prove claims Remington make to intrigued consumers); Raise awareness of the two new Shine Therapy products (by educating and highlighting to consumers the innovative technology) and to ccontribute to category growth (sales and share in haircare).

We created an experiential campaign that toured the top tier shopping centres (including Westfield London on the launch day of the new centre) with a team of stylists giving demonstrations of the new products.

We worked with all the centres to ensure that our design would work within the 2m restrictions and adhere to all public and centre regulations.

The Remington Shine Therapy Roadshow was designed to be a fresh approach for an electrical beauty campaign.

We created an eye-catching Shine Therapy Carriage to convey aspirations of beauty and shine whilst also aiming to reflect the Shine Therapy products brand positioning against its competitors.

This fairytale carriage was designed with creative reflecting the new packaging, whilst retaining the modern day fairytale overtones we felt emanated the brand, appealing to our consumers and created competitive standout, whilst remaining within guidelines.

Shine Angel’s, our promotional staff, at the activity engaged intrigued consumers and invited them to partake in a complimentary Shine Therapy consultation.

They could do it then and there or the promotional team took a booking for their mini make-over later in the day.

The Shine Angel introduced the consumer to a Shine Therapy consultant and they received their 3-5 mini-make-over, with either the dryer or straightener.

Consultants showed them the ease of use and the fantastic results whilst educating them about the technology behind the products. Consumers not wishing to participate were handed a coupon and advised of product benefits and distributors.

Following the consultations consumers were offered the opportunity to enter the Shine Therapy ‘Great Britain Shines’ photo competition to find the Remington Shine Therapy ‘Shine Angel’.

The competition was hosted on Glamour.com. The event manager took a photo of consumers after their consultation and it was uploaded to the Glamour.com website.

Polaroids were also showcased on an actual ‘Great Britain Shines Wall’ at all the shopping centres.

Consumers then encouraged friends and family to vote for them to win a hair and colour make-over with Stephen Goldsworthy, plus Shine Therapy Kit.

Glamour.com readers also got the chance to vote for their favourite Sine Angel as well.

The team also handed out flyers promoting cross category selling and displaying price promotions at two key retailers – Boots and Argos.

Complete marketing spend was just under £2m including a TV ad, press ads and on-line activity

We eencouraged trial with c5,000 ‘Five minute’ makeovers given over 5 weeks over eleven live day. We raised awareness with c17,000 people visiting the stand and being educated about the new product with a further c900,000 females seeing the campaign. We contributed to category growth, sales and share in haircare with Remington is now the No. 1 Dryer with the Shine Therapy Dryer. It is the No. 1 selling product in haircare with phenomenal sales growth.

Lucy Pearce, our Experiential Director, is  quoted in today’s Evening Standard:

Despite the gloom, most firms are still planning a festive party – meaning now is a good time to look for a job in hospitality.However, according to some industry experts the Christmas party mill is still churning.

Lucy Pearce advocates that although the global economy’s downturn has left companies struggling to justify the expense of an annual Christmas bash, the credit-crunch fallout is certainly not stopping companies showing some sort of festive cheer.

“We are now seeing companies being more sensitive and appropriate in the current climate, so the parties booked are less lavish,” says Pearce.

“There is a lack of uptake in swanky bespoke events, with companies now downscaling and being cleverer in their spending and more frugal with their annual celebrations”.

“Obviously it is not appropriate to see champagne on tap when there have been staff redundancies, but rather than cancel these festive knees-up to cut costs, companies need make the nmost of what monies they do .

Christmas bashes are still in demand as they boost morale, reward employees and importantly bond staff – something that employers should consider in this period of economic uncertainty.”

According to Pearce, Christmas is still the time when employees across the hospitality industry can still brace themselves for a whirl of private parties, corporate functions and office lunches.

“We have no difficulty getting the hospitality staff we need at this busy time of year,” she says.

“We currently have 2,000 multi-skilled hospitality representatives on our books and obviously around Christmas-time we are very, very busy.

We recruit by word-of-mouth and online through our website, but any well-groomed, presentable and enthusiastic people are free to pop into our head office on Tottenham Court Road for a face-to-face interview.”