In partnership with Watsons, Schwarzkopf has planned to hold an official launch in Malaysia to introduce ‘Fresh Light’, their new range of hair colour products. The ‘Fresh Light’ line, which originates from Japan comes in an adorable packaging targeted towards the young and features the popular collectible doll, Blythe.


The Assignment

We were tasked to plan for the event launch from scratch. This includes proposing the venue, designing the stage, sourcing for talents, setting up promotional booths for generating sales and coming up with ideas to make the event interesting.


The Game Plan

First things first. We settled on our client’s place, Sungei Wang Plaza as the official launch venue, because what better way to sell a product than a place already filled with buyers?


We then decided on the cute theme of ‘Bubbles’ for the launch. Our theme idea was to promote the simple experience of using Schwarzkopf’s ‘Fresh Light’ range that features a very easy DIY method of colouring one’s hair in the same motion of shampooing one’s hair, and bubbles are bound to be present. Thus a wide range of colourful balloons was used for the event to illustrate and place emphasis on our ‘Bubbles’ theme.


To enhance the event experience even further, we brought in the Japanese culture by getting in models to represent the Blythe dolls, high-energy dancers to perform, cosplayers and promoters dressed in balloon outfits to hype up the event. Not to forget, we also incorporated a balloon house at the scene.


The Result

Schwarzkopf’s product launch for the ‘Fresh Light’ hair colour range garnered a lot of attention and support from shoppers that day. The amount of exposure received was overwhelming and sales records hit its mark. We closed the event well in high spirits.


Product Launch


1 November 2012 at Sungei Wang Plaza

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