Chosen for their style, hair appeal and popularity with the brand’s target clientele, the Face of Regis is the celebrity personification of Regis Salon’s creative direction, featuring on all brand marketing. Following the success of last year’s FoR – pixie-haired presenter of Big Brother’s Little Brother, Emma Willis – Regis Salon chose prime-time TV presenter and undisputed queen of the ‘dip-dye’ Caroline Flack to be their brand ambassador for 2012/13. With a huge Twitter following and new series of her show airing, Caroline’s unveiling as Face of Regis was always going to be good publicity for the brand.
The challenge was to create a buzz before the reveal and sustain interest afterwards. Our solution was to broadcast a behind the scenes teaser shot on the day over the brand’s social channels in the days preceding. We also co-ordinated a picture-by-picture reveal on Pinterest to keep anticipation building. Once the full reveal was made, we released a full behind the scenes edit featuring our exclusive Q&A with Caroline. Promotional material we designed and artworked using the original images was then released to the press and salons across the UK ensuring maximum impact of the brand association.