2012 Winners & Shortlists

Results and Effectiveness

In a smart simple way, Rowenta looked as if it had created its own hair salon! All ladies who had their hair done were delighted. They described it as fun, a great time & informative. They were also impressed with what Rowenta had organized and claimed they’d definitely consider getting a Rowenta ‘Respect’. The stylists themselves were on their feet non-stop, and shattered by the end of the event!

Creative Execution

The salon telephoned its key customers several days in advance and invited them to come in for a complimentary styling session. They did not know that Rowenta was behind this, nor that they would be given any product demonstration. The salon had prepared out a special area to include two chairs. Both had been adorned with hair extensions, but while one’s was messy, untidy and unbranded, the other was pristine, shiny and straight – of course Rowenta-branded! This device neatly visualized the difference that the ‘Respect’ straightener would have on their own hair. Interestingly, not one lady sat in the ‘messy’ chair during the whole day. Extra buzz was created with branding, product displays and gifts.

Insights, Strategy and the Idea

All women want to look and feel great – but beauty costs a fortune! The good salons are notorious for charging a lot to beautify their clientele, yet women still queue by the dozen to go. Rowenta’s ‘Respect’ hair straightener offers professional results from the comfort of your own home. Not only that, but it also saves you a fortune. This is why we teamed up with one of Dubai’s best-known salons to give its regulars a free hair styling session, professional advice and top tips on how to get the most from their hair – all courtesy of the experts at Rowenta.