KMS California was bringing out a new range of styling products called HAIRPLAY. We came up with a simple idea that engaged our target –hairdressers –through a whole new way to play.
Enter, the Shags. Standing at 15cm, these dolls arrived with a brightly coloured shag of hair that was ready to be cut, crimped, braided, straightened, curled, corn rolled, whatever. Once hairdressers had expressed their creativity on the doll, they were invited to share them on #KMS shags.
So did we manage to convince a bunch of hairdressers that playing with dolls was cool again? We’d say the almost 2,000 posts we collected in 3 months, the dozens of mentions in online beauty blogs and an editorial shoot with fashion magazine, Oyster, suggests so. And with the success of the Shags amongst hairdressers, the dolls were then launched to the public, made available at General Pants stores statewide.
We created the designs from scratch.
We created #KMSShags which attracted 1,823 individual posts from stylists.
The Shags were shot by fashion magazine, Oyster, for an online gallery on their website.
Finally the Shags were made avilable to the public. Over the Christmas period, they appeared at General Pants stores statewide.
