The background
Shark was preparing to launch the new Shark Beauty SpeedStyle Pro, a hair styling tool designed to revolutionise at-home hair care. In partnership with our friends at humann, we designed an immersive, engaging space that could serve as both a brand experience and a retail hub for the new launch.
The goal was to make Shark Beauty SpeedStyle Pro the go-to styling tool for Sydney’s beauty-savvy crowd, providing an experience that would not only generate buzz but also convert interest into sales.
The nuts and bolts.
Enter the Shark Beauty SpeedStyle Salon – a four-week pop-up located in the heart of Sydney's bustling CBD. We transformed a high-traffic retail space into a dynamic hybrid of a hair salon and product showroom, creating a chic, welcoming environment that captured the essence of luxury haircare. The custom-fitted space balanced modern design with functionality, allowing consumers to experience the SpeedStyle Pro in a way that felt personal and exclusive.
Partnering with top hair experts Chris Hunter of Willomina Salon and Jaye Edwards of EdwardsAndCo, visitors could experience professional hair styling firsthand. These high-profile stylists demonstrated the SpeedStyle Pro in action, offering free hair styling sessions that showcased the tool’s versatility and effectiveness. In addition to the styling services, experts provided tailored advice, giving consumers insights on how to best use the tool for their specific hair types and needs.
To drive sales, the pop-up offered exclusive discounts on the SpeedStyle Pro, available only to those who visited the salon. This created an element of scarcity and urgency, encouraging visitors to purchase on-site. The space became a hub of activity, with consumers not only enjoying a complimentary salon experience but also taking home a product they had seen in action. The campaign successfully bridged brand experience and direct sales, blending education, engagement, and exclusivity to create a memorable and impactful launch for the Shark Beauty SpeedStyle Pro.
