With the closure of salons forcing salon owners, stylists and their clients to #stayhome due to the ongoing COVID-19 pandemic, social media has become an even more powerful tool to help our industry stay connected.
Brands and beauty professionals have been using their social media platforms to share some humour, positivity and education, or simply to check in on one another. However Kao Salon Division is taking their efforts one step further with the launch of the global social media campaign, #WorthTheWait.
#WorthTheWait specifically targets beauty consumers and encourages them to wait for their next salon appointment— rather than try to cut or colour their own hair at home—with inspiring posts being rolled out on Facebook and Instagram.
The campaign was created to help capture the unique relationship that stylists share with their clients, and is part of the company’s larger Industry Recovery Initiative, which consists of multiple support campaigns that address industry challenges to help businesses thrive once they’re back up and running.
“We know stylists spend months and years cultivating individual client relationships to amass their following. Maintaining these relationships almost always requires the stylist go above and beyond providing salon services, acting as a close friend, confidant and more,” says John Moroney, global vice president of creative and communication for Kao Salon Division. “What better way to honour their hard work than to create a consumer movement that puts a spotlight on this truly unique dynamic?”
The campaign is part of the Kao Recovery Initiative, which consists of three pillars including “Stronger Together,” which represents the belief that the industry must come together to get through this difficult period.
The other two pillars are “Creativity Never Stops,” which is focused on education and their digitally transformed Goldwell Creative Awards, and the “Kao Salon Family,” which offers a comforting digital community for both customers and professionals.
Take a look at a few examples below and join in!