System Professional was looking to raise brand awareness for their salon exclusive haircare products. Price range, point of sale and complex product breakdown meant customer reach was limited in an already busy high-end space.

Due to the scientific characteristics of SP’s product range - a bespoke combination of haircare products unique to each individual called ‘Energy Code’ - the customer understanding of the product was not immediate.

It was clear that the right approach was to focus on the product - rather than the product itself. It highlighted the fact that there are 174 million possible product combinations.

Dedicated POS was sent to salons to encourage stylists to act as brand ambassadors - and a social media campaign married the feeling of having great hair with a soft educational component explaining the product architecture.