Fekkai
Launched a new, clean hair care line through a pop-up salon where sustainability was the currency.
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Fekkai Turns the Tide
Sustainable Beach Salon
Developed a buzz-worthy moment to launch FEKKAI 3.0 in the U.S., that embodies FEKKAI’s commitment—Sustainable, Clean, Salon Performance—to attract and excite the next generation of loyalists.
Objectives
Utilize new brand pillars to drive brand relevance:
1.
Sustainable: Communicate the brand’s 100% new packaging and aspiration to a fully sustainable future
2.
Clean: Celebrate the brand’s 100% new formula and commitment to product efficacy without compromise
3.
Salon Performance: Emphasize the brand’s heritage and industry expertise, with a dedication to creating results-driven products
Celebrating Fekkai’s commitment to sustainability and highlighting their 100% new packaging + formula, we invited consumers to LA’s most unexpected clean beauty salon, right on Santa Monica Pier.
Taking inspiration from a classic lifeguard stand, we built a functional salon and offered free product samples and styling services to consumers who committed to helping us remove/recycle beach pollution, over three days.
Designed and built an Instagrammable and functional salon complete with sustainable furniture and decor made from recycled materials such as cardboard and plantable printed assets.
Guests were invited to join in a weekend filled with feeling good, doing good, and looking good! Having made a pledge towards a cleaner planet and beauty routine, guests enjoyed a free salon service by top hairstylists.
In partnership with Heal the Bay, guests participated in a beach clean-up featuring pastel co-branded buckets and data cards to help educate on microplastics and inform how much trash was collected.
Guests were invited to bring their personal recycling to get a styling service or travel size product in the following buckets: cans, waste, clothing, glass, plastic and paper.