OZ Hair & Beauty Pop Up Salon

Brand Activation

A Brand New OZ Hair & Beauty Look

When Oz Hair & Beauty, one of Australia’s leading hair and beauty online stores, asked us to help celebrate its new-look website with an event for media and influencers, we couldn’t wait to get our glam on! Our talented creative team got straight to work, letting their hair down to come up with a top do. Inspired by the top looks for 2020, our team created a fresh, glossy and glam runway worthy event.

The Brief

Reveal Oz Hair & Beauty’s new look branding to media and influencers ahead of Black Friday, to encourage Aussies onto the store and take advantage of exclusive discounts that would be announced.

Key mission goals included:

Create an event that would result in hair & beauty influencer social media posts
Create a call-to-action for Aussies to ‘buy now’
Create an event where Oz Hair & Beauty could create video content for its marketing channels

Our Plan of Attack

We developed a call-to-action for Aussies by creating an overall theme, ‘Oz Hair & Beauty announces the top products for summer’. Known for creating interactive concepts that lead to shareable moments, The Bureau brought this theme to life with the ultimate influencer’s beauty playground. We transformed a Sydney hotel rooftop into an interactive pop-up salon.

Other plans of attack:

Styled the venue to include floating mirrors, branded decals and modern signage that celebrates the store’s new branding
Decal inner beauty messages on mirrors for the ultimate selfie pics
Engaged hair and beauty partners to provide mini-makeovers and provide on-stage advice on the day
Set up product displays and sampling stations for guests
Engaged Oz Beauty Expert to be our wonderful MC for the day
Worked with influencers on the day to provide interviews for Oz Hair & Beauty marketing videos
Designed an exclusive Instagram-worthy menu and cocktails

Mission Complete

From glamorous guests and stylish makeovers to the fine dining menu and rooftop ambiance, this was arguably Australia’s most beautiful event. Social media was flooded with posts including the event styling, new makeover looks and products sold on Oz Hair & Beauty. Journalists attending also interacted with our stylists to create their ‘top summer products’ news stories.

Mission highlights: