Heatcure Guerrilla & Contest
L'Oréal / Redken
A contest was launched through a guerrilla that made women the protagonists of the salon experience, and on a website where the public could register to participate in the competition.
Redken artists engaged the public and drove them to a Redken salon to undergo a product experience. The subsequent contest awarded women with salon experiences and sample kits to test the new product, which they could review on the website afterwards.