A population which is grossly ignored when carrying out brand activation campaigns, is that of young girls. Most beauty brands conduct campaigns for women across the board, without giving any special attention to the demands of teenage girls, who are a demographic with a unique set of aesthetics and personal style. The experimental Sunuba Spa and Salon’s latest campaign, ‘New You’, aims to rectify just that.
Sanuba Spa’s proprietor Imrana Shahid organised a two-day event, where they selected a handful of young girls from Lahore’s top schools and colleges and gave them free makeovers. Five girls were chosen from the applications sent in from National University of Computer and Emerging Sciences, Beacon House National University (BNU), Lahore University of Management Sciences, Lahore School of Economics, Defence Degree College and Lahore Grammar School. Each school had a chosen brand ambassador that familiarised the girls with the salon where they were treated to hair colouring, hair cuts, hair extensions, blow dries and nail art.
A young girl, Aiza, seemed excited at the prospect of getting something ‘funky’ put in her hair. “I am very experimental,” she said. “Once I went incredibly short because I get bored easily. Today, I’m getting purple extensions,” she beamed. Sahar, another student, said that she had not changed her hair colour in a while. “This new look for the summer couldn’t have come at a better time. It’s perfect for me,” she explained.
Beenish from BNU, however, wasn’t too thrilled with the animal print hair extensions put in her hair, but was happy with the style of the haircuts. “I really like Sanuba’s haircuts,” she said. “They did a range for my friends – long, short, front bangs and side bangs – and did a very good job at it.”
The salon also offers radical nail art which is being given by Shahid’s daughter, Ubab. She has been trained in Malaysia, where she procured all the decorative materials she uses. Ubab claims that Sanuba’s Salon and Spa was the only place offering this particular service. “It’s been fun being a part of this project,” said Ubab who was trying a goth look on one of the girls.
“The brilliant thing about these gel nails is that they do not come off for a month and if you take good care they can even last for two months,” said Ubab, as she carefully applied a layer of special nail polish that was then dried under UV rays for a semi permanent fix. Topped off with diamantes and even 3D art, the nails spoke volumes about the different personalities of the girls: daring, edgy or conventional. Many young girls preferred to retain a simple pink tone, while one sported funky purple and black nails.
Sanuba Spa and Salon prides itself on its complete client satisfaction, which is why clients keep coming back. Now, with the current campaign, the salon seemed to have broken new ground by attracting younger girls, who are aware of a salon that can keep up with their ever-changing style choices.
Published in The Express Tribune, June 6th, 2011.
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