Music festivals are part and parcel of summer's cultural calendar. And thanks to social media, they're increasingly extending their reach to a much wider audience of non-festival goers who are keen to see more of the bands, friends and trends making an appearance.
This is perhaps why music festivals are being integrated into marketing strategies far and wide. More and more brands are using them to engage a specific target group of consumers, particularly Millennials, through live experiences that are then shared on the web.
In honour of festival season, BEAUTYDIRECTORY spoke to one brand that has done just that. 2018 marks the second year that haircare lable Kérastase Paris has partnered with So Frenchie So Chic festival, providing a highly instagrammable hairstyling service from its Braid Bar. Kérastase Paris senior product manager Caitlin Keaney explains how and why the collaboration came about.
How many years has the SFSC Kérastase Braid Bar been going for?
This is the second time Kérastase has partnered with So Frenchy So Chic to deliver the Kérastase Braid Bar. It was so popular the first time, in 2016, that we just had to come back again!
How did the collaboration originally come about?
The Parisian heritage of Kérastase is something we are really proud of as a brand, so when we were approached about So Frenchy So Chic, an event that is so quintessentially French, it was just too perfect of a partnership to pass up.
What are some of the ways the collaboration benefits the brand?
So Frenchy So Chic has given Kérastase an amazing opportunity to showcase its French heritage to over 10,000 consumers at the event, and many more through the So Frenchy So Chic database. This year, we have also been offering Braid Bar guests the opportunity to take home some personally prescribed travel size products, so that they can experience the amazing results of Kérastase haircare.
What can people expect to find at the Braid Bar?
This year, stepping into the Kérastase Braid Bar feels like walking down a quaint little Parisian side street, accented by beautiful florals and rose gold details. It is a lovely chance for guests to take a break from dancing, wining and dining, to receive one of three French braid options and personally prescribed travel size product, while looking out towards the festivities of the event.
What's usually the most requested hair style?
All of the braid looks are really popular, and our amazing stylists put a unique spin on each look to suit the person. But the requests can also really vary depending on the weather. At the evening event in Adelaide, we saw lots of loose flowing side braids, whilst the braided up-do was most popular in the glorious sun at the Melbourne event.
