Guardian MY invites customers to play in comprehensive ‘hair playground’ activation

Guardian MY is organising a new ‘Love is in the Hair’ activation from July 10 to 28 at several shopping malls in the Klang Valley.

Whimsically named called the ‘hair playground’, the activation reportedly includes a sensorial experiential event where guests can engage with expert consultants on any questions they have about hair care, such as hair loss, colouring and more.

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All guests can then try out Guardian’s curated hair care solutions with ingredients such as hyaluron, caffeine and more amongst many others through a refreshing hair wash, treatment and styling on-site.

Featured brands cover anti-hair loss, scalp care, hair colour and beauty hair categories. It also includes brands such as Clear, Garnier, Head&Shoulders, L’oreal, Sunsilk and more.

“With the breadth of information on the internet and social media and the likely differing opinions of individuals, one can be all set when it comes to trying to identify what is the cause of your hair issue and what possible solutions are best for you,” said Anna Ng, marketing director of Guardian Malaysia.

The ‘hair playground’ event will be a mega-scale event with scalp scans, consultations, curated hair care solutions, hair styling and colouring competitions as well as a hair runway. 

The event will also be accompanied by a discount on hair products at Guardian stores both online and offline for the month.

Guests were able to try out Guardian’s hair care solutions by enlisting the help of students from Le Classic academy, a local hairdressing art academy. In an Instagram post by both organisations, students from the academy were seen helping out at the event by meticulously washing and styling customers’ hair.

Guardian MY has also engaged influencers to amplify their campaign through Instagram reels. Influencer Aqilah (@aqilahazween) showed snapshots of the various activities at the experiential event, including a scalp analysis, as well as talks on how to protect one’s hair and scalp.

According to its Instagram page, Guardian MY said that the ‘Love is in the Hair’ campaign aims to enable customers to embrace great hair days every day, as well as to gain confidence through fresh, comfortable hair.

Other brands that have used pop-up events to educate consumers about haircare include L’Occitane. It recently launched its first-ever pop-up concept, Botanical Hair Lab, in Hong Kong to raise awareness about hair loss issues among Hongkongers.

Situated at Langham Place, Mong Kok, the hair lab was expected to become a new hot check-in destination in the city, offering consumers a customised experience with its new hair loss serum product. 

Photo courtesy of Guardian MY, aqilahazween/Instagram

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