VEGAMOUR UK LAUNCH EVENT

Launch event organic social reach: 1,871,325

Launch event attendees: 47

Combined potential editorial reach: 53,416,875

Total launch event social media pieces: 68

Introducing VEGAMOUR, the hair wellness brand promoting fuller, thicker, longer looking hair. VEGAMOUR have combined the superpowers of science and nature and their inside out approach takes into consideration the health of the entire follicular ecosystem and works to promote a healthy environment for hair to flourish naturally.

To celebrate the UK launch, on Tuesday 14^th June 2022 Capsule Comms hosted press and influencers, spanning beauty, lifestyle, and trade at DryBy London. The day featured three stages all aimed towards trial, education, and brand immersion. Special guests included Dan Hodgdon CEO & Founder of VEGAMOUR, Keeks Reid award-winning digital & social content specialist and hair & beauty writer. As well as celebrity hairstylist Sophie Sugarman and ‘the mindful hairdresser’ author Jordanna Cobello.

The day consisted of:

• Media 1:1 Salon Appointments with Jordanna Cobello, Sophie Sugarman & interviews with Dan Hodgdon
• Virtual Panel with Dan Hodgdon, Keeks Reid, Jordanna Cobello & Sophie Sugarman
• Cocktail Evening with Dan Hodgdon, Keeks Reid, Jordanna Cobello & Sophie Sugarman

On arrival, guests were greeted with beautiful on brand florals, the VEGAMOUR logos placed on all mirrors, VEGAMOUR neon logo light, with touch points and products throughout the venue. VEGAMOUR branded goodie bags were gifted to guests after their 1:1 appointment and the cocktail evening, as well as food and drink refreshments provided throughout the day from Grape & Fig.

During their 1:1 appointment, guests were treated to a luxurious scalp and hair wash and styling session with the VEGAMOUR products. Sophie and Jordanna took time to talk through each person’s hair concerns and goals and how VEGAMOUR could work as part of their daily routine. Dan also took part in a couple trade media 1:1 interviews, talking through is brand journey and values.

For the virtual panel, the wonderful Keeks Reid acted as hostess-with-the-mostess, introducing the full panel, and guiding them through a variety of questions. From Dan’s journey as brand founder and discussing what VEGAMOUR stands for as a brand, to Sophie and Jordanna describing their own experience and love for the brand and how those watching can get the most from the products and increase their hair wellness journey with additional lifestyle and mindful top tips.

Lastly, the cocktail evening was hosted exclusively with influencers, and took on a more informal approach. Again, Keeks Reid took time to introduce the brand and Dan, as well as Sophie and Jordanna – all discussing the brand values and hair wellness as a holistic approach. Guests then had an opportunity to wander the space and chat one-on-one with our hosts and take the product home to trial for themselves.

Attendees included journalists from The Sunday Times Style, Vogue, Hello!, The Drum, Hearst and Future Net. Key beauty and lifestyle influencers included Vee Sian, Sarah Zohny, Miya Kalith and Glambyflo.

Following a successful launch, Capsule Comms are set to issue a core product release and exclusive research results with all media and influencers. We will continue to encourage product trial through monthly sample seeding to media, influencers, and hairstylists to maintain social traction. Sophie Sugarman and Capsule Comms will work together to collate a bank of useful tips and quotes for media and finally, we will be pushing forward with the official UK announcement of Nicole Kidman’s role with the brand as hair wellness advocate and brand investor.