John Frieda Stylists Give $500 Makeover for Free
John Frieda, the coiffure guru of London, Paris and New York, has turned an 18-wheeler into a Salon on Wheels to offer women a hair makeover and to promote its products.
The John Frieda Salon Tour, executed by Zoom Media, will be at New York’s South Street Seaport June 25 and 26 after beginning the tour earlier this month in Miami and making its way north. From New York, the traveling salon continues on to Boston and other parts of the country hitting 16 markets in all, said Patrick West, vice president of experiential marketing at Zoom Media.
To enjoy the benefits of a full salon treatment by John Frieda trained professional hair stylists valued at about $500, people had to book appointments at the Web site.
“There’s only so many consumers we can take in a day,” West said. “It’s not about turning and burning numbers, it’s about offering the high-end experience.”
The vehicle was transformed into a replica of one of John Frieda’s high-end salons. Visitors received samples and prizes were given away. Outside, kiosks were outfitted with flat screen TVs that showcased the company’s line of products with an emphasis on those particularly useful in the summer.
People found out about the tour through blogs, the John Frieda Web site (http://www.johnfrieda.com/salontour/index.asp) and through Zoom Media’s fixed media boards placed in women’s locker and rest rooms in bars and fitness centers, a PR push and word-of-mouth.
Three to five stylists are at work at any given time taking care of a total 100 to 200 people per day, West said.
Zoom Media had worked with the John Frieda brand in the past on sampling programs and other integrated marketing and media programs.
