Strategy

• Create the "My Style. My Way." Tour, an interactive beauty experience in target markets including Atlanta, Baltimore, Chicago, Houston and Philadelphia
• Deploy Style Squad team of elite hairstylists to interact with consumers, demo product and distributed samples.
• Include a Transformation Station offering consumers virtual hair makeovers and product recommendations for selected hairstyles.
• Feature the SoftSheen-Carson/VIBE Vixen Model Search contest, selecting one winner in each market and choosing the final winner post-tour
  • The contest was judged by Destiny's Child and SoftSheen spokesmodel Kelly Rowland, celebrity stylist June Ambrose and Bre and Nik from "America's Next Top Model"