Bellissima Salon Tours
Results
95
pieces of content
1.51m
audience
384k
estimated views
39k
engagements
Brief
How do you build brand authority in a space where trust is hard-won?
In a haircare market still dominated by straight hair standards, few brands genuinely understand textured hair, let alone the five curl types. Consumers want better products, but they also want to feel seen, heard and understood.
Italian haircare brand Bellissima’s mission was to become the go-to brand for curls, and informed by insights from our national survey, the brand saw the opportunity to show up with purpose in the curl space.
Bellissima tasked us with creating and activating a real, connected, culturally relevant curl community across the UK that shared the secrets of easy, efficient curl care both online and offline.
Idea
Brandnation created Bellissima Salon Tours, a community-first, experiential influencer campaign that took the brand on the tour to curl-specialist salons across the UK. Designed to champion the curl community and bring people together in real life, the campaign carved out a space for Bellissima to flourish.
Co-branded salons in London and Manchester welcomed members of The Curl Collective, Bellissima’s long-term, curl-conscious influencer community. Made up of curly-haired internet it-girls like @libsherratt, @curlswithkeish and @emmaneill_, the Collective brought credibility and creativity, connecting with high-intent audiences and amplifying the brand’s mission.
Inside the salon, guests were treated to one-on-one styling sessions with curl experts, designed to showcase the Diffon Supreme in action and create content rooted in real education.
Branded sweet treats prompted snackable social posts and luxury goodie bags gave guests the tools to continue their curl care at home – and produce organic content for the brand post-event.
Following its success in Manchester and London, the campaign is now rolling out to three more UK cities as Bellissima continues to grow its curl community from the roots up.
@libsherratt AD Giving my curls some love with the @Bellissima UK Diffon Supreme. It’s a diffuser and hairdryer in one, and the Supreme Curl Flow tech makes my curls soft, defined, and full of volume. Plus, it keeps my hair hydrated and frizz-free. @KAYLA HILL - CURL SPECIALIST thank you so much for doing an incredible job on my curls! #youarebellissima #curlyhair #curlyhairroutine #curlygirl ♬ original sound - libsherratt
@sophiahannxh Girly, curly hair day with @Bellissima UK @The Curl Bar London #curlyhair #curlygirl #diffusecurlyhair #diffuser ♬ original sound - sophia hannah
Amplification
The Bellissima Salon Tours were content catalysts that turned influencers into advocates, product trials into viral social media content, and stylists into trusted brand spokespeople.
Driven by a focus on education, influencer content felt genuinely useful – and it showed in the results. A single video from @libsherratt reached over 400k views and 40k likes, setting the tone for a wave of organic content as the Curl Collective put their Diffon Supremes to the test at home.
Brandnation amplified user-generated content (UGC) and professionally produced short-form videos across the brand’s owned channels. The snippets distilled styling tips, product know-how and myth-busting insights into shareable, empowering moments of curl education.
At the same time, our strategic media outreach leveraged our national survey and stylists’ voices to position Bellissima as a trusted authority in the curl care space. Our PR strategy earned coverage across national media like The Independent, plus local publications including Manchester Evening News.
With overwhelmingly positive feedback and a community-first approach, Bellissima built lasting connections that continue to cement its position as the UK’s go-to curl care brand.
Services
Market research
Creative ideation
Experiential including end-to-end event delivery, logistics and management
Influencer marketing
Social media content creation
Social media management
@mollysringlets gonna try and recreate these results bc wow 🤩😍🫶🏼 thank you for inviting me @bellissima.uk 💛 honestly had so much fun and learnt a lot getting my hair styled at @hkcstudios @hairkingcallum by @hairwithbea 💗 products used: 🫧 @k18hair_uk shampoo and conditioner (can’t remember which, sorry ☹️ but they were so good 🤌🏼) 🫧 @innersenseorganicbeauty serenity smoothing cream and I create hold gel (I now need these in my life, they were perfect!) I’ve never had my curls styled before (I legit trim them myself lol, I definitely should start seeing a stylist but monthly trims have worked for me so far 🤣🥲) so this was such a treat! top tips I learnt: ✍️ diffusing upside down - gave me a lovely mix of volume and definition ✍️ that I need @k18hair_uk and @innersenseorganicbeauty in my life 😂 #youarebellissima #curlyhair #curlyhairtips #3acurls #curlygirl #curlyhairroutine #curls #curly #curlscurlscurls #curlyhaircare ♬ original sound - Molly Beth
@sophiahannxh Girly, curly hair day with @Bellissima UK @The Curl Bar London #curlyhair #curlygirl #diffusecurlyhair #diffuser ♬ original sound - sophia hannah
