In a bid to promote Keratinology, the latest premium hair care range launched by Sunsilk, the brand has created a virtual hair studio titled 'Keratinology Hair Studio' as a part of its digital initiative.
The hair studio is an interactive user interface on YouTube (www.youtube.com/sunsilkhairexperts). It gives the user a personalised salon experience on the brand's custom gadget channel on YouTube. The campaign is conceptualised and executed by digital agency, BC Web Wise.
The user can upload her picture by switching on her webcam and see her image in the salon mirror, and also 'experience' the hair treatment being performed.
The Keratinology products are used at each step, during hair wash, blow dry and hair spa, thus bringing the consumer close to the products in a non-intrusive fashion. The final makeover look is, of course, the most exciting part, where the user can actually see the difference between her before and after looks.
In addition, the user is also recommended Keratinology products that she should use and an option to buy the products at a 10 per cent discount, leading her to an e-commerce site (www.purplle.com). Thus, the YouTube campaign also generates actual sales for the brand.
The campaign will be continued for two months.