Charles Worthington Collection Launch

There’s nothing like a new hair cut to give your confidence a boost.

We were briefed to create an exclusive press and influencer event to support the launch of the #CutByCW collection, converting social media engagement and editorial features into salon footfall. It was time to get out our scissors and cut to the chase.

Hosted at the glamorous location of the Charles Worthington flagship salon, Percy Street, situated in London’s media and advertising neighbourhood, Fitzrovia, this was the perfect opportunity for a post-work pamper.

The team secured over 60 top tier media and influencer attendees including You Magazine, The Times and The Evening Standard to visit the salon, providing champagne and VIP access to the latest styles.

We co-ordinated interviews with the senior stylist team and live cutting masterclasses to promote the new range over the course of the evening and well into the night; and, because the styles were so popular, we had generated a back log of salon bookings before the Instagram stories had even finished.

The results were worthington of an award – and that’s not just us blow drying our own trumpet.

The activation generated a social media audience of over one million on the night, whist media features were flying in the Daily Telegraph, You Magazine and The Daily Express, to name a few. We also secured a six-page trade exclusive.

But what about the bookings? Salon receptions were kept busy post event and appointments increased threefold as more people than ever rushed to get their hair #CutByCW.

And that, ladies and gentlemen, is how you cut the mustard.