FEKKAI:
BEACH SALON
A ONE-OF-A-KIND SALON EXPERIENCE AT SANTA MONICA PIER WHERE CLEAN HAIR AND CLEAN BEACHES ARE THE ULTIMATE GOALS
CREATIVE STRATEGY
ART DIRECTION
We launched a new, clean hair care line through a pop-up salon where sustainability was the currency.
BUZZ-WORTHY BEAUTY, BEACH SIDE ON SANTA MONICA PIER
To launch FEKKAI 3.0 in the U.S., we developed a buzz-worthy moment that embodies FEKKAI’s commitment—Sustainable, Clean, Salon Performance—to attract and excite the next generation of loyalists. We invited consumers to Santa Monica Pier to experience an unexpected, eco-friendly beauty salon.
Taking inspiration from a classic lifeguard stand, we built a functional salon and offered free product samples and styling services to consumers who committed to helping us remove/recycle beach pollution over three days.
Guests were invited to join a weekend filled with feeling good, doing good, and looking good. After making a pledge towards a cleaner planet and beauty routine, guests enjoyed a free salon service by top hairstylists.
Highlighting the 95% recycled plastic packaging, we collaborated with Heal the Bay to organize a purposeful beach clean-up. The exterior of the salon was used as a recycling receptacle, encouraging patrons to do their part for the beach. By doing so, they were gifted a free session with a Fekkai stylist, product, and assorted hair accessories.
ROLE: CONCEPT SEEDING TACTICS AND SALON/CLEAN UP INCLUSIONS. ART DIRECT AND DESIGN FOR MULTI-CHANNEL APPLICATIONS.
A FEW FAVORITES
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BELBUCA: THIS IS PAIN
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NIKE X QUAVO: ALL FOR 1
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PERONI: HOUSE OF PERONI
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ST.IVES: MIXING BAR
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BOBBI BROWN: CONFIDENT BEAUTY
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FEKKAI: BEACH SALON
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LO LO: WOMAN WHO KNOWS
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TALENTI: SPOONEASY
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SLEEK MAKEUP X MISS FAME
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HON CANNABIS: BRAND DEVELOPMENT
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MOTIVE CBD: BRAND DEVELOPMENT
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MOTIVE PET CBD: BRAND DEVELOPMENT