Shark Beauty: #ForAllHairKind
SOLD OUT
within one week of launch
100+
pieces of coverage secured
2.26M+
social reach generated
Shark Beauty: #ForAllHairKind
Once we’d built recognition for Shark as a leading player in the floorcare space, we were briefed to launch a new subdivision focused on beauty.
How we did it
To launch Shark Beauty, we developed messaging for the UK market that centred on Shark’s relentless pursuit of innovation, which led them to use their impressive engineering team to take on a new category.
The evidence was the brand’s first haircare product, the Shark StyleiQ. This first launch was then quickly followed by the now-viral Shark FlexStyle.
To generate buzz for the brand and its hero products, we developed a multi-faceted campaign:
Building a purpose-led platform
We worked with the global team to develop the #ForAllHairKind campaign, which celebrated diversity across all hair types and textures.
We then brought this to life in the UK through an integrated approach that balanced purpose with product – championing inclusivity while clearly demonstrating product performance and innovation.
Driving cultural relevance
We built a network of culturally relevant ambassadors, each with a unique and authentic hair story, to create meaningful, high-impact content across social platforms.
This ensured the campaign resonated with younger audiences while establishing immediate relevance in a crowded market.
To amplify reach, we partnered with celebrity stylists and aligned with key cultural moments, including the National Television Awards – embedding the brand within high-profile conversations.
Immersive launch moments
We delivered a standout product launch event, giving top-tier media and influencers hands-on experience with the hero product, Shark FlexStyle.
Designed for shareability, the experience generated immediate social buzz while enabling authentic product endorsement through first-hand trials.
Sustaining momentum
Post-launch, we maintained a strong drumbeat of coverage through an always-on press office, influencer gifting, and expert partnerships.
By combining product reviews, stylist advocacy, and ongoing storytelling, we ensured the brand remained front of mind while building authority in a new category.
How we made it matter
By combining purpose-led storytelling, credible advocacy, and immersive experiences, we established Shark Beauty as a powerful new player, turning launch momentum into lasting demand.