Kao Salon Division Introduces "Worth The Wait"

NEW YORK, April 30, 2020 /PRNewswire/ -- Kao Salon Division introduces #WorthTheWait, a global social media campaign that celebrates and underscores the unique and intimate relationship every stylist shares with their clients. #WorthTheWait is another component of the larger Kao Salon Industry Recovery Initiative, a program comprised of multiple, carefully constructed support campaigns designed to address the unique challenges facing the industry and its professionals as they look to reopen their businesses. 

The new campaign will be introduced on social media via a series of creative content that sparks an emotional connection with consumers, reminding them of the significant role their stylist plays in their life.  This global consumer-targeted campaign targets different types of salon clients and encourages them to wait for their next appointment before attempting any desperate measures at home to cut or color their hair during this extended period of confinement.

"As we thoughtfully analyzed how we could best support this industry to recover, we examined the most meaningful shared values amongst all professionals and, with that, continuity of client relationships continually emerged as a critical element," says John Moroney, Global VP of Creative and Communication, Kao Salon Division. "We know stylists spend months and years cultivating individual client relationships to amass their following. Maintaining these relationships almost always requires the stylist go above and beyond providing salon services, acting as a close friend, confidant and more. What better way to honor their hard work than to create a consumer movement that puts a spotlight on this truly unique dynamic."

Each piece of creative content deployed by Kao Salon will include insightful copy that inspires consumers to reflect on how critical their stylist is, both personally and professionally. It will highlight the human element of the relationship, as well as the critical skill set stylists possess. All content will be brand agnostic and supported with advertising across Facebook and Instagram, driving impressions and engagement. What's more, each stylist and salon will be able to repurpose the content on their own channels, allowing their clients and followers to engage with the post via an ownable dialogue.

#WorthTheWait will be debuted on April 17, 2020 on Facebook and Instagram.

For media inquiries contact:
Jaclyn Sands Kirchener//Tractenberg & Co.
[email protected]

SOURCE Kao Salon Division North America