EVENT: JSHealth Hair Salon at Jordan Anthony Atelier

Sep 21

Situation:

To celebrate the #1 Hair Supplement in Australia Pharmacies for four consecutive years, JSHealth requested that Movement Agency create an event centred around the Hair + Energy range and their award winning haircare range.

Strategy:

Despite the initial idea from JSHealth being centred around an informative sit-down lunch or dinner moment, Movement Agency decided that the best way to highlight this product and the vitamin-infused haircare system, would be to actually have each guest experience the products. To execute this, Movement Agency suggested sourcing a new salon that media and KOLs were yet to discover, to ensure a point of difference and offer guests a new experience on behalf of JSHealth. Together with our client JSHealth, we decided that the new premium hair salon, Jordan Anthony Atelier in Potts Point would be best suited. We took over the whole space and maximised the amount of appointments possible within the full day hire. There were 20 appointment slots made available for friends of the brand, KOLs and media. The guest list was hand selected to ensure the guests aligned with the product and brand but also would benefit from the beautiful haircare routine. Paying homage to JSHealth’s exclusive Kelp complex, one of the hero ingredients in the Hair+Energy formula, the salon’s green hues provided the backdrop for the event styling, with seaweed inspired arrangements brought in as well.

Services provided:

Ideation and Proposal
Creative Direction and Styling
Guest List Management and Appointment Scheduling
Bump-In and Styling Execution
Logistics and Rollout on the Day
Post Event Press Management
Supplier Management and Communication
Briefing and Management of Photographer

Result:

We secured a mix of top tier guests from Sydney’s social scene including Alyce Tran, Caroline Tran, Bernadette Sukkar and also tier one media including Stephanie Darling, beauty editor of Sunday Life, Melody Teh the acting Beauty and Lifestyle editor at Australian Women’s Weekly and the Acting Lifestyle Editor of news.com.au. In addition to a near 100% hit rate on social media coverage from guests, Movement Agency also secured the Sunday Papers with a feature on the event in Party Confidential the following weekend, with a readership of over 650,000.