Title | HAIRSTYLE CALENDAR |
Brand | HAIR CULTURE |
Product / Service | BEAUTY SALON |
Category | A06. Promotional Items |
Entrant | LEO BURNETT HONG KONG, HONG KONG |
Entrant Company | LEO BURNETT HONG KONG, HONG KONG |
Advertising Agency | LEO BURNETT HONG KONG, HONG KONG |
Name | Company | Position |
---|---|---|
Connie Lo | Leo Burnett/Hong Kong | Chief Creative Officer |
Brian Ma | Leo Burnett/Hong Kong | Executive Creative Director |
Alfred Wong | Leo Burnett/Hong Kong | Executive Creative Director |
May Chan | Leo Burnett/Hong Kong | Creative Director/Art Director |
Fanny Lau | Leo Burnett/Hong Kong | Creative Director/Copywriter |
Clara Ho | Leo Burnett/Hong Kong | Art Director |
Margaret Chan | Leo Burnett/Hong Kong | Managing Director |
Matthew Kwan | Leo Burnett/Hong Kong | Group Brand Director |
Candy Chang | Leo Burnett/Hong Kong | Brand Executive |
Audrey Chee | Leo Burnett/Hong Kong | Planner |
Jae Soh | Creative Director | |
Ricky Wong | Photographer | |
Pauline Yau | Paper Artist | |
Henry Chan | Computer Retoucher |
The customers of Hair Culture are sophisticated and the seriously rich-set. Therefore, we designed a premium that can show the creativity of Hair Culture hair design that is also beautiful like an art piece. Like Hair Culture, we turn ordinary hairstyle into “Everyday Art”.
Hair Culture is one of the top hair salons in Hong Kong, hailing as the first choice for celebrities and socialites. For 15 years, its vision has always been about showing creative and avant-garde hair art. This year, Hair Culture wanted to give their selective VIP a premium offering by upholding its brand concept of “Everyday art”.
To show the concept of “Everyday Art”, we chose a media that we see every day – a calendar. The top stylist from Hair Culture collaborated with a famous paper artist, and together they created the Hairstyle Calendar. It shows 12 different creative and avant-garde hairstyles, each piece representing a month. When the VIP visits Hair Culture, they are given a piece of hair calendar of that month. Each month they visit again, they can get another new piece, just like how Hair Culture gives you a new hairstyle idea every month.
The design perfectly combined hair art and practical use. It enhanced Hair Culture creative and groundbreaking image. Many customers visited Hair Culture more frequently because of the calendar and needing to re-new it every month, which increased customer loyalty. Some who aren’t usual Hair Culture customers also showed interest in purchase. The first month’s calendar completely sold out, with the return purchase at 80%. The calendar was also featured on local art magazines and websites that illustrated the calendar process and showcased the finished product.