Charles Worthington launches ColourPlex Grey

To launch the new Charles Worthington Colour Plex Grey Shampoo and Conditioner, Capsule Comms proposed a four-pronged approach to leverage the NPD in order to maximise wider momentum for the brand across media relevant to it’s Gen X consumer.

This included:

• Partnering with data experts to gain key insights into consumer attitudes toward going grey.
• Hosted a media and influencer Zoom event to educate and dispel myths, hosted by ‘silver’ KOLs Sali Hughes, Michelle Visage and Lee Pycroft.
• Curating an elevated seeding moment to targeted press and influencers.
• Oragnised a radio day with Sali Hughes to leverage and distributed insights nationally and position the Charles Worthington brand as an industry pioneer.

RESULTS TO DATE

49 total guests to Zoom event

254M+ total editorial reach

3.8M+ total broadcast reach

500k+ social reach