Women's Regaine Launch Event

What we did:

To launch Women’s Regaine Foam into the New Zealand market, Publicity PR held an event at Frenchie & Co, a trendy, inner-city hair salon. 20 key beauty, lifestyle and health media, KOLs and brand partners attended the morning event in June 2017.

Speakers included a leading Sydney dermatologist, who shared insights about the science of hair loss and the emotional impacts the condition can have on women, and a brand representative from Johnson & Johnson who talked to the product benefits. Frenchie & Co’s director stylist closed the event with a demonstration on a hair model and offered tips and techniques for styling and caring for thinning hair.

A branded floral media wall was installed to encourage social media photography. Food, beverages and the venue styling incorporated purple, silver and mauve hues to reflect the product’s branding. White meringues were displayed, playing on the foam consistency of the product.

On departure, guests received creative gift bags containing product information, a maiden hair fern desk plant, a tangle teaser hairbrush and a Frenchie & Co blow wave voucher. Guests were invited to stay for complimentary blow waves after the event.

Results:

  • 10 pieces of print coverage including: My Wedding magazine, Woman’s Day x 2, Herald on Sunday, New Zealand Women’s Weekly, Australian Women’s Weekly (NZ edition), Next magazine, Dom Post, The Press, Waikato Times.
  •  35 pieces of social coverage
  • 8 online pieces including: Beauty EQ x3, Nowtolove.co.nz, Stuff.co.nz, Freckles and Blush blog, SPY, Beauty Directory NZ.
Tara Ahmed