Bashful reignite interest in haircare brand with competition-based campaign

Haircare brand KMS California has reignited Australian hair stylist’s interest in the brand following a competition which encouraged stylists to use the brand’s products.

The campaign, created by Bashful and executed in association with digital PR agency Cav Con, targeted stylists sending them 10cm dolls, called ‘KMS Shags’, and asked them to style the doll using the KMS Hairplay range and to post the results on Instagram.

Stylists were incentivised to participate with the offer of a $5000 prize.

Bashful CEO, Simon Bookallil said: “KMS California faced a serious problem. The brand is competing in a category where recommendations from hairstylists are the driver for almost all sales. Unfortunately for KMS California they just weren’t the cool brand they had been, with many stylists preferring to recommend products from newer competitors.”