Ice Cream Van

The Opportunity:

Drive awareness, trial and sale of products in the Californian born brand’s first UK consumer facing campaign.

Get Pureology’s award-winning hair colour care series into the hands of the target audience.

The Insight:

Cute, cool holistic lifestyle brand, loved by millennials who care about what they put on their hair as much as what they put in their bodies.

They’re attracted to the fact it’s vegan, even if not vegans themselves.

The Idea:

Encourage millennials to take part in a complimentary personal consultation with one of Pureology’s four hair care experts, in a uniquely styled ice cream van.

Having previously relied on their network of partner salons, the campaign’s aim was to promote the product’s 100% vegan formulas through a live brand experience.

The Execution:

Customers 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.

In line with the beauty industry’s move towards experiential engagement, Pureology took the brand directly to their audience, to let them touch feel and trial the products.

The Result:

Engaged and impressed audience with 4,000 products taken home…

…and campaign reach amplified with high social engagement and great coverage.