01 — The Challenge
Beauty is one of the most saturated categories in Los Angeles. A great salon alone does not produce coverage — journalists need something they can describe in a single line.
Beauty · Experience · Media
100 Hairstyles in 60 Minutes
100 Hairstyles. 60 Minutes. One idea designed to get people talking.
250+
Guests
100
Models
20+
Media features
Millions
Social views
Overview
Turning an ambitious live beauty concept into a media story built to travel. The concept was the hook — a single, immediately understandable idea that attracted attention, generated media interest and increased visibility.
02 — The Opportunity
Build one bold, instantly legible concept that media, guests and audiences would repeat on their own: 100 Hairstyles in 60 Minutes.
03 — The Strategy
Positioning first, then a live event engineered as a communications moment — designed for imagery, quotes and shareable footage rather than for a certification.
The strategic value was never an officially certified record. The value was a strong media hook, event-driven publicity and the recognition generated around the concept.
04 — What We Built
Concept development, event strategy and production, media relations, talent and model casting, VIP guest strategy and content capture.
05 — The Experience
250+ guests and 100 models across a tightly produced live programme, staged so that every minute produced usable media.
06 — The Impact
More than 20 media features and millions of social views, with audience interest and brand visibility following the concept wherever it was retold.
07 — Beyond the Campaign
The idea outlived the evening — it became the shorthand the brand is now introduced with.
