Schwarzkopf Pro BLONDME Care Relaunch

Brief: Develop and execute a creative launch event for the Schwarzkopf Professional BLONDME Care range amidst the challenges of the COVID-19 pandemic in early 2021. Process: Considering the industry's exceptional circumstances, which involved closures and capacity restrictions, I carefully crafted the launch strategy. With most ambassadors at home rather than on the salon floor, it presented a unique opportunity to involve them in the launch plans. This not only showed appreciation to the brand ambassadors but also allowed us to embark on the journey together with the trade press, who were the focal point of the launch event. Concept: Crafting a virtual blondie baking class hosted by The Avenue Cookery School for Schwarzkopf Pro's brand team, ambassadors, educators, and industry trade press. Result: Despite restrictions, we successfully hosted 26 guests virtually. Prior to the event, I curated premium gift boxes containing essential ingredients, branded aprons, literature, and the new BLONDME care products. The interactive session allowed ambassadors and educators to partake in the launch alongside influential trade press editors. After an engaging introduction from the Schwarzkopf Pro team, chef Diana led the baking class, creating a fun and successful experience with attendees sharing their experiences on social platforms in real-time. The event generated significant industry buzz, prompting inquiries from competitors, and strengthening relationships within the community while tastefully introducing the new product range during uncertain times.