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Although Shark Beauty’s tagline is “For all hairkind,” for its Coachella activation, it tapped a specific demographic: young moms. For the festival, it flew 8 young mothers-influencers to Palm Springs, in which it hosted them at a home. They involved Mayci Neely (1.3 million TikTok followers), Bobbi Althoff (3.7 million TikTok followers) and U.K.-dependent mother-fluencer Lucy Carter (343,000 Instagram followers). The hashtag for the weekend (in addition to #ForAllHairkind): #ForAllMomkind.
All the influencers who attended were being currently users of Shark Beauty’s hero product: the FlexStyle Hair Blow Dryer & Multi-Styler. The guests were being creators who experienced formerly been gifted the FlexStyle and who then “became absolute admirers of the merchandise devoid of [a paid] endorsement,” reported Invoice Davaris, chief manufacturer officer of SharkNinja, Shark Beauty’s father or mother firm.
Coachella has become far more than a audio competition. It is branded at every single switch and serves as an crucial time of yr for makes to have interaction with influencers and prospects, produce UGC, and build group. Shark is no exception.
“Coachella is even bigger than just music. It’s about connecting with men and women, connecting with style and connecting with tendencies. It was fantastic for our brand name to be ready to link with all these cultural professionals. There is a incredibly various local community that exhibits up — not just tunes fans, but also artists and journalists, who we bought to connect with. It’s also makes connecting with other brand names and building partnerships. This is why Coachella is so strong,” explained Davaris.
Also in mid-April, Shark Attractiveness sponsored Camp Poosh, Kourtney Kardashian Barker’s Coachella-adjacent function. It introduced its eight influencers to that party, as well. It was the brand’s second time partnering with Kardashian Barker’s wellness brand name. It experienced also been a sponsor of Poosh’s Poolside with Poosh occasion in 2022.
All of this came on the heels of the brand asserting its debut at Sephora on March 28. The FlexStyle went live at the retailer on April 4.
At Camp Poosh, Shark Attractiveness previewed its approaching launches, as well as launches from the property and kitchen area part of Shark business, dubbed Ninja. Attendees ended up gifted the just-released Ninja Blast Transportable Blender, which, Davaris stated, “went hand in hand with the spot and ingesting very well.” The blenders also built feeling for the moms it had flown to the desert, in accordance to the model.
Moms are core purchasers of the model. The journey presented its friends the chance to “take a crack from their outrageous, busy lives, get their look proper, and conquer the working day with us and our stylists,” Davaris said,
On Saturday, at Camp Poosh, the influencers visited the Shark setup, which was developed like a “’90s-influenced salon.” On Sunday, the brand experienced movie star hairstylist Dafne Evangelista (403,000 Instagram followers) discuss to the group about “mom guilt and how she balances her elaborate identities as a mother and movie star hairstylist,” in accordance to a model representative.
Shark considered the trip — its to start with time web hosting an influencer dwelling — a achievements. “The measurements that make a difference most [to us] are comments and shares,” Davaris explained. “And we’re looking at an remarkable range of opinions the place folks are crafting, declaring, ‘Oh, my God. Which is so awesome,” and ‘Oh, I gotta do that a person working day!’ Engagement is where you study and know that you’re putting a chord.”
Coachella and Camp Poosh have been not the initial incidences of Shark Natural beauty timing a promoting activation to a cultural celebration. In September 2022, the manufacturer hosted an distinctive media and influencer party primary up to the Billboard Latin Awards, and in Oct, it created an physical appearance at BravoCon by hosting a “Certified Bravoholic” working experience. It will not be the past, both, in accordance to Davaris.
“What is the next local community? What is the future cultural instant?” Davaris mentioned of the queries the team asks alone. “In early summer season, a large amount additional [Shark Beauty] activations taking place that are connected to other significant cultural events.”