Sexy Hair: Celebrating Fifty Shades of Sexy
Beauty and lifestyle media have come to associate the Sexy Hair brand with incredibly engaging events and communications that bring the true meaning of "sexy" to life. To take that reputation to the next level and give editors a sensual experience they would never forget, Allison+Partners capitalized on the releases of Fifty Shades of Grey and Fifty Shades Darker to create two super-sexy opening night private viewings of the highly anticipated films.
For the most recent release of Fifty Shades Darker, more than 55 beauty and lifestyle media were thrilled to find the theater was dramatically transformed into the stunning Sexy Hair Red Room. Immersing themselves in the brand before the movie began, guests were treated to touch ups and extensions at the "Anastasia Extension and Makeup Bar," hors d’oeuvres and cocktails serviced by shirtless Christian Grey models and a flower rose wall that became a jaw-dropping backdrop for media Snaps and Instagram posts. While the evening was created as an immersive brand building experience, multiple outlets committed to writing stories on Sexy Hair products before the credits even rolled.