Hair PR: Cantu launches into Superdrug

What: On Tuesday 27th June 2017, Essence organised an influencer event for Cantu UK to celebrate its launch into Superdrug stores and online. Taking place at the London Hair & Make-Up School in Shoreditch, the venue provided the perfect environment for an immersive and educational ‘Girls Night In.’

Why: We wanted to ensure it was a completely interactive event and not just a product showcase. As guests began to unwind, our lead stylist Anastasia Chikezie introduced guests to our two chosen models; Simone Powderley from Hair is Simba and Samantha Lloyd to show how Cantu can be used on all different hair types.

How: For the first hour, guests gathered around Anastasia and her assistant’s station and watched them create two festival and summer themed styles. The engaging seminar allowed guests to ask a number of questions about Cantu products and how they work on different hair types and styles. Guests were keen to take note on the different effects on our models hair with one having a type 3 curls and the other a type 4. During the second half of the event guests were invited to head to a designated work space to re-create looks in pairs. Each pair was providing with the Cantu range, gold and silver cord, hair glitter and hair rings to create their own versions of Anastasia’s look.

The itinerary of the evening was for guests to mingle with drinks and food on arrival to relax and get to know one another as they escaped the rain outside. Prosecco and Elderflower Presse were offered alongside a delicious and summer inspired menu of  Spicy jerk chicken wings, Akara fritters with lime and coriander dipping sauce, spiced plantain fries with a mango and red onion salsa and Sol fish cake with chilli lime mayonnaise.

The evening resulted in instant social media coverage and the influencer’s were provided with goody bags for follow up blog reviews.