Fashionable clothes and accessories alone do not complete the look. So, TONI&GUY, premium hair-styling brand from Britain introduced the ‘Hair Meet Wardrobe’ campaign, where the idea is to dress from the head down by doing up the hair before choosing an outfit.
Teaming up with the top designers at the London Fashion Week, the brand creates the hair for the designer catwalk shows each year. The brand’s philosophy of ‘Hair meet wardrobe’ stemmed from the need to bridge the gap between high fashion and hairdressing, and also to position TONI&GUY as the leaders in premium hair styling.
This was also reflected in its India debut last year where style divas Malaika Arora Khan, Soha Ali Khan, Anusha Dandekar walked the red carpet in each of the three themes in the Hair Meet Wardrobe range, namely – Glamour, Classic and Casual. The three looks were curated by Mark Hampton, TONI&GUY’s Hair Meet Wardrobe Global Hair Ambassador.
Hair Meet Wardrobe ‘#UnlockTheLook’
As an extension to the campaign on social, the hair-styling brand has launched the ‘#UnlockTheLook’ contest on Facebook this year. Fashion stylist, Sharon Crawford and Beauty Blogger, Scherezade Shroff created three statement looks inspired by the London Fashion Week – Music Festival look (Casual), Party Season look (Glamour) and Sail Away look (Classic).
Fans needed to vote for their favourite look through a Facebook app to unlock the how-to video for that look. They stood the chance to win passes to the Lakmé Fashion Week and exclusive style kits with a TONI&GUY product and a fashion accessory.
Following two weeks of fan voting, it was the Music Festival look that got unlocked with 47% votes. The app is now describing the complete look in terms of the outfit and the hair style with a video, pictures, etc. Next statement look to be revealed is Glamour.
The brand has been sharing updates on its Facebook timeline as well as Twitter page throughout the campaign. Fans and followers were urged to vote for their favourite look with the help of interesting visuals, sneak peek videos and behind-the-scenes videos shared from the brand’s YouTube channel.
Here’s how you can get the casual Music Festival look, complete with braided textures and grunge boho:
Adding the fun factor to product demos
With #UnlockTheLook campaign, TONI&GUY has become an enabler for the latest in fashion, enabling its fans to recreate the season’s catwalk and street-style looks. A great incentive for a fashion conscious individual who is always on the lookout for whats ‘in’ in fashion and how to get that look. And a good concept to help build a relevant community of fashionistas, while strengthening the ‘Hair Meet Wardrobe’ philosophy.
Besides, video content, especially how-tos are not only well consumed but also help demonstrate the use of a product. The how to videos for each of the statement looks help in promoting TONI&GUY’s styling products. Gamfying the campaign a little with getting fans to unlock and giving away tangible incentives, does add a little fun to the video campaign.
#UnlockTheLook works for its well designed app, clean visuals, how-to videos and interesting incentives. What are your thoughts on the campaign?