Hair-raising cobranded promo hitting retailers

Actually, hair will be not so much raised as straightened in a combo product launch, branding initiative and sampling program by Conair and John Frieda.

A co-branded mobile event – dubbed the Heat Chic Tour – will hit Wal-Mart, Shopper’s Drug Mart, Loblaws, Jean Coutu, Rexall, Sears, London Drugs, Overwaitea, Jean Machine and HBC’s group of stores in major Canadian cities beginning next week.

The combo promo by Conair Canada and John Frieda Professional Hair Care will see wrapped SUVs roll up to stores in Toronto during the Toronto International Film Festival (Sept. 6-15) and again during Fall Fashion Week in late October. Teams of brand reps will emerge to offer hair styling with Conair’s new cordless Heat Chic straightener, as well as John Frieda Frizz Ease hair care products. The exercise will be repeated in Montreal and Vancouver.

‘By creating interactions, not just impressions, we encourage conversations at the store level,’ says David Riabov, partner at Toronto’s Scratch marketing agency, which is coordinating the promotion. ‘The tour serves as a product launch, branding initiative, sampling program, vendor support and PR outreach, all rolled into one program.’

The Heat Chic tour also offers a chance to win a Vespa LX, or an all-expense paid trip to Toronto for L’Oréal Fashion Week.

To publicize the tour, TV spots are now appearing in English on CTV, MuchMore Music, Star!, CMT, W, Weather Network and Slice; and in French on TVA, MusiMax, Canal Vie and Meteo Media. Print ads are appearing in Hello, Flare, Fashion and Glow in English; and in Clin d’oeil and Fille Clin d’oeil in French. Both creative for the ads and media buys were done by Scratch. And Toronto’s Rock-it Promotions is handling PR.