A styling tool is usually launched in the same three moves: a spec sheet, a demo head, a product shot on white. BaByliss wanted more for Style Secret Air. The promise, effortless curls, in your own hands - isn't one you can argue someone into believing. It has to be felt. That's exactly where a traditional product introduction runs out of room. So we took our cue from the product itself. Style Secret Air is the thing you don't quite tell people about when they ask how you did your hair. We turned that instinct into a place: The Secret Salon, an exclusive salon hidden inside a raw industrial space, where the product wasn't presented, it was discovered.
A styling tool is usually launched in the same three moves: a spec sheet, a demo head, a product shot on white. BaByliss wanted more for Style Secret Air. The promise, effortless curls, in your own hands - isn't one you can argue someone into believing. It has to be felt. That's exactly where a traditional product introduction runs out of room. So we took our cue from the product itself. Style Secret Air is the thing you don't quite tell people about when they ask how you did your hair. We turned that instinct into a place: The Secret Salon, an exclusive salon hidden inside a raw industrial space, where the product wasn't presented, it was discovered.
Make Style Secret Air the styling secret worth keeping, and worth revealing. That meant putting the tool in guests' hands rather than on a shelf, giving them a room they wanted to be in and something to post that wasn't a product carousel, and placing BaByliss in the part of beauty culture where a look gets noticed, asked about and copied.
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Make Style Secret Air the styling secret worth keeping, and worth revealing. That meant putting the tool in guests' hands rather than on a shelf, giving them a room they wanted to be in and something to post that wasn't a product carousel, and placing BaByliss in the part of beauty culture where a look gets noticed, asked about and copied.
1M
68
136% of KPI
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