Sephora Southeast Asia (SEA) launches its first-ever campaign focussed on hair, titled Better Hair Club. Through this campaign, Sephora endeavours to be on the forefront of the conversations on the hair-related concerns.
Conversations on hair care and scalp care have been on the rise with an increasing number of consumers looking to recreate the salon experience at home. Those who turned to DIY solutions when salons were closed during the pandemic are now continuing to put it into practice in their daily lives.
Through internal surveys, Sephora identified the top three hair-related concerns:
- Flaky, irritated scalp;
- Dry and damaged hair; and
- Hair breakage.
With these three concerns as a starting point, the Better Hair Club campaign was brought to life. Beyond hair types and textures, the talents selected for the campaign have lifestyles that require them to show their tresses extra tender loving care, including an individual who has to wear a headgear for religious reasons. Through both offline and online touchpoints, these talents show off their different hair types, and interact with Sephora’s wide range of hair products to demonstrate how easy it is to recreate the salon experience at home.
Sephora Malaysia boasts a selection of more than 10 haircare brands, such as BRIOGEO, Olaplex, IKOO, Virtue Labs and many more, and the beauty retailer plans to expand its offerings through bringing in new brands and expanding existing brands’ assortment.
Enjoy up to 25% off on selected products for Gold & Black Tier, and 15% off for White Tier, on the Sephora Beauty Pass Sale, which is happening on 2 August (from 10pm) for Gold members, and 3 August (from 10pm) for Black and White members at sephora.my, Sephora in-app and Sephora stores until 7 August.