Omnicom Media Malaysia’s leading global media and communications agency OMD, in partnership with Philips, has launched an innovative new campaign for the Philips BLDC Hair Dryer.
The ‘Philips Salon Activation’ campaign is designed to empower modern women to achieve salon-quality hair at home with ease and confidence. With its main message of “From Salon Secrets to Everyday Confidence,” the campaign addresses the contemporary woman’s desire for beauty solutions that seamlessly integrate into their busy lives, offering expert care without added complexity.
Wong May May, Business Director of OMD Malaysia said, “We recognised a significant challenge as our insights revealed that modern women aspire to look good but often distrust at-home tools or fear complex routines. They want the confidence of being put-together without spending hours getting ready and mistrust the content that promises this.
For the first time, we’ve unpacked the magic of salons with the playbook of the Philips BLDC to bring out the confidence of women. It’s a truly holistic way of addressing all these pain points, moving beyond traditional content to demonstrate actionable salon secrets that can be achieved at home.”
To bring this vision to life, the ‘Philips Salon Activation’ features a multi-faceted approach. In partnership with Walking on Sunshine salon, three prominent KOLs – Mek Yun, Sok Ying and Elisha – were engaged to create compelling social content, highlighting the unique selling propositions of the Philips BLDC Hair Dryer and sharing common hair challenges.
30 seeders joined in the day, with salon stylists demonstrating hair styling across one half of the hair, and participants completing their own look on the other half.
Subsequently, a series of three interactive masterclasses on YouTube, featuring the three KOLs, will provide comprehensive tutorials to address specific hair problems and demonstrate how to use the Philips BLDC Hair Dryer for various styling needs and hair types.
Alongside this, 70 nano-influencers will be seeded over the campaign period, showcasing the diverse styling possibilities of the hair dryer, with practical tips and tricks for use at home.
Vivian Chan of Philips said, “This campaign marks a strategic shift for us and is rooted in the understanding that today’s women seek beauty that matches the pace of their lives and the depth of their identity. Each pillar of content is strategically differentiated, and the team has directly addressed all these common concerns to prove that the Philips BLDC Hair Dryer is no ordinary hair dryer.
More than that, it demystifies the salon and empowers women with the knowledge to confidently integrate professional hair care into their daily lives.”
The ‘Philips Salon Activation’ runs until the end of April, inviting women across Malaysia to discover a new standard of at-home hair care.
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