BED HEAD livin’ the dream
Challenge: Make hairdressers fall in love with TIGI BedHead’s newest “kick ass”creation, Rockholic Professional Haircare
ROCKAHOLIC BRAND LAUNCH TOUR
“The pro beauty industry’s most creative and successful campaign this year!”
- Mary Rector (Founder and CEO, Behindthechair.com)
brand Merchandise for global launch
March-August
144 days
110 cities
1 famous tour bus
17,520 miles, all carbon offset
103 salon events
50 cut and style classes
15 beauty school visits
24 distributor events
4 industry trade shows
3 music festivals
45,000 samples
52 musical performances
18 fashion shows
10 DJs
60 charity events
60,000 hairdressers
1 million+ Incremental sales
