VEGAMOUR UK LAUNCH EVENT

FINALLY IN THE UK, WITH A HOLISTIC 360 APPROACH TO HAIR WELLNESS

05.07.2022

By Fabienne Dormeuil

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.

Capsule Comms hosted press and influencers for the UK launch, spanning beauty, lifestyle, and trade at DryBy London. The day featured three stages all aimed towards trial, education, and brand immersion.

To celebrate the UK launch of VEGAMOUR, Capsule Comms hosted press and influencers during a full day, three stage event. Hosts 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:

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

During their 1:1 appointment, guests were treated to a luxurious scalp 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 conducted trade media 1:1 interviews, talking through is brand journey and values.

For the virtual panel and influencer evening, Keeks Reid acted as host, guiding through a variety of questions. From Dan’s journey as brand founder and discussing what VEGAMOUR stands for, 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.

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.