The Challenge 

To introduce a cult haircare brand into a new regional market, in style.

The Solution 

To curate an aspirational launch which gets the right people - in the right places - talking

Overview

When SACHAJUAN, the premium Swedish haircare brand, was introduced to the MENA market, it required an elegant, elevated launch campaign to reflect the brand’s core philosophy; simplified products focused on performance. 

Strategy and Approach

To celebrate the regional launch, JWI curated a simple yet stylish VIP experience, to grow awareness and drive engagement with key regional tastemakers. The brand’s co-founder and celebrity stylist, Sacha Mitix, hosted a two-day experience for top-tier media, influencers and VIP consumers, crafted to reveal the product’s inclusive and high-end formulations. 

The influencer community was invited to Dubai’s premier salon, Collective, for a personalised styling experience with Sacha himself. He then hosted one-on-one styling sessions for top-tier media and VIP shoppers at world-renowned fashion destination, Bloomingdales. The event resulted in double-page features in the Middle East’s leading luxury lifestyle magazines.

About JWI

JWI is an integrated creative marketing agency with a commitment to Go Beyond. Disruptive creativity, powerful strategy and impactful experiences lie at the core of everything we do. Our creative concepts are built upon unique narratives which are crafted to captivate and inspire.

 We provide a global outlook, with a targeted mindset. From our offices in London and Dubai, our teams work seamlessly and collaboratively to deploy campaigns globally. We are a collective of experts in our respective fields, united by a care for our clients that is rooted in a care for our craft. JWI’s client-centric approach has been curated with agility and adaptability in mind, allowing us to develop and deliver projects of any size and scale.