Disruption at the Browhaus

Singapore - Local eyebrow-grooming boutique chain Browhaus has launched a TBWA\Tequila Singapore-created campaign depicting the company as being a hair salon for a person's eyebrows.

The campaign launched with a series of mail drops to highly targeted areas and point of sale support. Outdoor posters will also appear in Wheelock and Paragon malls, which are where the two Browhaus' flagship stores are located. In August, the campaign extends to print with insertions in publications such as Womens' Weekly and Beauty Black Book.

"The campaign is a refreshing, eye-catching take on Browhaus, introducing colour, wit and sassiness to the brand. With its proposition that grooming eyebrows can be fun and stylish, it opens us to a wider lifestyle market. Those seeking trends and fashion on top of the technical professionalism our treatments are already known for," Cynthia Chua, MD for Spa Esprit Group, said.