1Milk2Sugars executed a virtual ‘salon-at-home’ experience to launch Authentic Beauty Concept into the professional haircare conversation. The event struck a tranquil ambiance that one would expect from their favourite salon with subtle lush plant and flower installations displayed in the background. Brand ambassador, Megan Nevins, hosted the event and walked guests through an educational brand presentation. Next, Schitt’s Creek celebrity hairstylist, Ana Sorys, led an interactive demonstration and created two unique hairstyles using her favourite Authentic Beauty Concept products. Attendees were invited to try the hairstyles at home using goods from the #AuthenticBeautyKit they received prior to the event.
WHO
Authentic Beauty Concept
WHAT
Influencer Partnership Casting
Ambassador Casting
Media & Influencer Relations
Press Launch Strategy
Virtual Event
HOW
It’s one thing to see a product, but quite another to experience it yourself! 1Milk2Sugars wanted guests to touch, feel and immerse themselves in Authentic Beauty Concept so they could experience the quality and luxury firsthand. The agency created an #AuthenticBeautyKit that included a variety of branded and wellness-focused products, including branded hairbrushes, branded candles, hair accessories, a eucalyptus bundle for the shower and two Authentic Beauty Concept presenter boxes comprising Authentic Beauty Concept’s Hydrate and Glow collections. The mailers were sent to top-tier media and influencers to boost engagement during the virtual launch event and were featured in a host of influencer unboxing videos showcasing each individual item.
WOW
The Authentic Beauty Concept virtual event hosted a total of 32 attendees, welcoming key media from a number of top-tier publications including Salon Magazine, ELLE Canada, The Kit, Cityline, Clin d’oeil, Chatelaine, Vita Daily & more!
32 top tier media attendees
555,142 impressions from influencer launch mailer
34,184,000 media impressions as a result of the virtual event, including features in Canadian Living, Clin d’Oeil, Boucle Magazine, Coup de Pouce and Vancouver Sun.
320,000
Total Social Media Impressions
12M
Total Media Impressions
4%
Social Media Engagement
(2.9% is the industry average)