A luxurious mystery that let Lamellar Shine range do the talking
TRESemmé, a global leader in haircare, was preparing to launch its new Lamellar Shine range. But in a beauty market where more than 30,000 new products appear each year, the challenge was clear: how to capture the attention of consumers bombarded with promises and increasingly sceptical?
The ambition was threefold:
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Enhance brand perception by positioning TRESemmé as a premium, salon-worthy brand.
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Educate consumers on the technology and benefits behind Lamellar Shine.
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Increase awareness, reaching more than 200,000 potential customers through a high-impact activation, both online and offline.
An Immersive and Mysterious Salon
To surprise and captivate, N2O devised a bold approach: a completely unbranded experience, designed to let the Lamellar Shine range speak for itself.
A bespoke pop-up salon, aptly named Salon X, was opened in the heart of Soho. Conceived as a premium hair salon, it delivered a four-step immersive haircare journey, focused on the quality and visible results of the range.
Three key pillars structured the strategy:
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Mystery & exclusivity: invitations via an elegant, unbranded booking site attracted a diverse audience — Superdrug beauty cardholders, VIPs and influencers.
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Hands-on education: expert stylists guided guests through the Lamellar Shine routine, demonstrating salon-quality results achievable at home.
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Influence & amplification: carefully selected content creators supported the launch from pre-event to post-reveal, sparking curiosity and driving engagement on social media before the brand was unveiled.
A Premium Launch in Key Phases
The launch of Salon X unfolded in carefully planned stages to maximise impact:
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Pre-event: an unbranded website and a VVIP preview for press and influencers generated buzz and fuelled curiosity.
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During the event: in Soho, more than seven days of haircare experiences took place in an elegant black-and-gold salon, featuring a four-step ritual and an interactive reveal moment, instantly shareable on social media.
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Amplification: influencers shared their experiences on Instagram and TikTok, maintaining the sense of mystery right up until the brand reveal.
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Post-event: guests were directed to Superdrug to discover the range and left with a premium gift bag, extending the experience at home.
This activation enabled TRESemmé to leave a lasting impression, reinforce its premium positioning, and transform a product launch into a memorable, aspirational experience.
