Fiama Di Wills, the premium range of personal care products comprising shampoos, conditioners and more from the house of ITC had unveiled 6 new hairstyles for the festive season, this September. The hairstyles namely The Sleek Sophisticated, The Neo Bohemian, Old Hollywood, The Forever Fringe, The Embellished Updo and the Sex-kitten braid have been designed by the brand expert and celebrity hair stylist, Priscilla Corner, keeping in mind that one can try the various hairstyles as per their facial structure.
I happened to see a banner ad on my YouTube homepage some time back, with regard to the Fiama Di Wills fabulous hair show that would reveal the new hairstyles. Curious to know more, I clicked on the ad and was taken to an app on the Fiama Di Wills Facebook page called “Fabulous Hair Gallery”. The app asked me to ‘like’ the page for access to exclusive content and so I did like the page.
As you can see from the screenshot, the app invites fans to watch videos and images of the 6 most definitive trends of the season, so that they could also flaunt these. Excited, I clicked the photos and was treated to a random array of pictures from the Fabulous hair show event across Delhi, Kolkata, etc., featuring actresses Raima Sen and Rituparna Sengupta amongst many other designers and socialites who were invited to the event.
I liked the hairstyles and was really looking forward to learn some new styles to combat the winter chills and the bad hair days they bring. So, I clicked on Videos, half-hoping if I could easily learn a style or two, particularly the fish-tail braid. However, the videos were again about the event, the people behind it and how it has benefited the celebrity attendees.
So, that was my ‘exclusive’ content for being a fan!
Fiama di Wills has a YouTube brand page in addition to Facebook and Twitter and all of these networks talk about the 6 new hair trends, but alas, none of them intend to teach you how you could make one on your own. The brand could have had tutorial videos at their YouTube channel.
The campaign seems to be intended towards promoting the new range of products from Fiama Di Wills, which is good but, as promised to a fan that she can also flaunt these hairstyles, the brand should have shown her how. Like the virtual interactive hair salon on YouTube by Sunsilk, where fans could get a virtual makeover! The brand had dozens of videos where a user could learn how to use the Keratinology range of products to create salon style hair, and also step by step video guides to different hairstyles.
I hope Fiama Di Wills has something on those lines soon. Brands of the future need to co-create along with their communities. Otherwise, they could get extinct!