Bringing Shark Beauty’s viral FlexStyle to the UK through an integrated, purpose-led campaign.

To launch the new Shark FlexStyle Air Styler & Hair Dryer, and to increase awareness of Shark Beauty among the primary target audience – women aged 20-30, we were tasked with bringing the brand’s #ForAllHairKind global campaign to the UK.  

The exciting campaign celebrates and champions diversity within the haircare market by spotlighting all hair types and the unique stories behind them, with the goal of helping consumers embrace their hair – regardless of colour, length, thickness, or texture – and explore its possibilities, without compromising on hair health.  

We built an integrated strategy that kept the #ForAllHairKind messaging at its core, showcasing that it was created by and for all hair types, whilst also highlighting the FlexStyle’s innovative technology and superiority in the sector. Our launch strategy tactics included: 

Recruiting a team of ambassadors to create social media content around the campaign and product on their channels and act as spokespeople for the brand within the media. 

Launching FlexStyle with an interactive media and influencer event to allow them to get hands on the with the new product. 

A partnership with a celebrity hair stylist during the National Television Awards. 

Ongoing press office activity to ensure a steady flow of coverage and keep FlexStyle front of mind for consumers. 

Our first step was to secure ambassadors who resonated with a younger audience, had a prominence on Instagram and TikTok, and each had a unique story to tell through the campaign. This included TV personality Liv Bentley, who suffers with alopecia, beauty influencer Jahanara Rahman, who has experienced post-partum hair loss, and influencer Laila-Jean Washington, who openly talks about styling her afro hair on her channel.  

We worked with each ambassador to create a wealth of meaningful content that included the campaign messaging and introduced the new product and its innovative features. This content was then utilised across Shark Beauty’s owned channels as well as each of the creators’ channels too.  

To generate further buzz, we took over Duck & Dry in Mayfair for an exclusive launch event for top-tier media and influencers to experience FlexStyle first-hand. Attendees were able to have their hair styled with FlexStyle and capture their finish look via an interactive photobooth, creating further opportunities for social media coverage. Shark’s product team and celebrity ambassadors were also on hand to share more about the #ForAllHairKind campaign. The event was swarmed with high profile attendees including journalists from ELLE, Vogue, HELLO!, Evening Standard and The Times, as well as high-calibre influencers including Really Ree (62.8k followers), Nia The Light (397k followers) and Amy Astrid (73k followers).  

We also utilised a broad range of tactics to maintain momentum and coverage post-launch. This included getting the product into the hands of even more journalists and influencers through creative and seasonal gifting moments, generating widespread earned media coverage including all-important product reviews, collaborating with professional and celebrity hair stylists to build authority for the brand in a new category. This even included working with stylist, James Johnson who used the product to style the hair of multiple celebrities on their way to the NTA’s.    

Within just a week of the product launch date the Shark FlexStyle Air Styler & Hair Dryer had completely sold out, but the momentum didn’t stop there as hundreds of customers added their names to the wait list on the Shark Beauty website and eagerly awaited the restock which arrived just in time for Christmas.

Sold out

The Shark FlexStyle Air Styler & Hair Dryer sold out within a week of launch


pieces of FlexStyle coverage secured to date


estimated reach from social coverage to date


attendees at launch event

Read more about our product launch or consumer activation services by visiting our Consumer PR service page.

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