The activity, created by marketing agency Rare Breed, is delivering personalised hair consultations in order to raise awareness and encourage trials of Pureology's hair-colour care series, including shampoos, conditioners and other haircare products.
This activity marks Californian-born Pureology’s first direct consumer facing campaign in the UK. Having previously relied on its network of partner salons, this campaign aims to promote the zero sulphate, 100% vegan formulas through a live brand experience.
The campaign encourages 25 – 45 year old women to take part in a complimentary personal consultation with one of Pureology’s four experts in a converted ice cream van. Customers will be educated as to which product in the range is ideally suited to their hair concern, given a sample and directed to one of the partner salons to redeem a promotional offer on a colour service.
A spokesperson for Pureology said it was delighted to be working with Rare Breed on the activity. The roadshow kicked off yesterday (10 July) at Northcote Road in London's Battersea, and will be at Angel, Islingtion on 16-17 July. The Pureology range includes shampoos, conditioners and colour care products.
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