Where Hair Grows Strong

Nioxin: The Hair Gym

Experiential • Influencer

Want to get stronger? Hit the gym. Want to get stronger hair? Hit the hair gym. To debut Nioxin’s Hair Fall Defense Shampoo, we created the first-ever “hair gym” to celebrate this new product that’s clinically proven to help your hair grow stronger, right from the root. Influencers and media were invited to this activation event, complete with a gym-inspired circuit for total hair gains, from shampoo sprints to at-home workouts.

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1.4 Million Content Views in One Day • 36 Million Users Reached • 50 Influencers & Beauty Media • 200+ Instagram Stories • 12% Increase in Product Event Day Sales • 127% Increased Social Share of Voice

Team: DeVries Global – Allie Lustbader (Art), Zoe Klein (Design), and Kristen Kursterer (ECD)