When Living Proof drops a new product, you know it’s going to be good. Renowned for their powerful, science-led innovations, Living Proof has become a mainstay in haircare for consumers and professionals alike. Their latest launch, Perfect hair Day™ High-Shine Gloss, is no exception.
Touting 2x the shine for a mirror-like finish, High-Shine Gloss is an in-shower treatment that transforms dull hair by delivering shine, smoothness, and vibrancy. A product so radiant needed a brilliant marketing concept to match.
We brought the High-Shine Gloss launch to life with a holographic pop-up cart in SoHo. Guests enjoyed refreshing, glittery lemonade (dubbed “High-Shine Spritz”) to cool off in the late July heat. Selfies at the mirrored wall were a crowd favorite and everyone received a deluxe product sample to take home with them. Plus, the first 100 attendees got the VIP treatment with exclusive merch, including custom tote bags and branded pink combs.
New Yorkers were fully immersed in the product’s mirror-like benefits, with a vinyl shine so bright they nearly needed shades. From the custom beauty cart and mirrored display in the shape of the High-Shine Gloss bottle to the “2x SHINE” license plate and mirrored A-frame, every last detail was designed to dazzle.
Over two days, 1,750 lemonades were served and 2,000 product samples were handed out. The number of mirror selfies taken? Infinity. We’d call that a shimmering success.
