The Brief

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”.

Creative Execution

Calendar is a media that we come in touch with daily, therefore, it matches well with the concept of “Everyday Art.” Each month of the calendar is made in the form of an avant-garde hairstyle, bringing to life Hair Culture’s creativity. The artistic designs can satisfy the discerning taste of our affluent customers. The fact that they have to return each month to receive a new Hairstyle Calendar enhances their loyalty to Hair Culture.

Describe the creative solution to the brief/objective.

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”.

Results

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.