18 Aug A’kin’s Miracle Shine Conditioning Hair Mask
THE WHO: Stark Matthews for A’kin’s Miracle Shine Conditioning Hair Mask
THE WHAT: A’kin launched their much-loved Miracle Shine Conditioning Hair Mask in a larger size. Filled with incredible natural ingredients such as Australian Avocado, Jojoba and Sandalwood Oils and Rice Amino Acids, the mask is designed to leave hair feeling stronger and more hydrated. It’s definitely one of our favourite hair treatments in the Stark Matthews office! Can’t you tell??!
THE CHALLENGE: Whilst COVID-19 had forced media and influencer to work from home, our task was to look for a new way to excite media, to stand out and be creative during this unprecedented time. Whilst the landscape as we knew it had changed, the principles of PR had not. We needed to get the hair mask into the hands of journalists and influencers whilst they were working from home.
THE HOW: To ensure the new hair mask created the buzz and excitement it deserved (did we mention it’s AMAZING?!), while generating cut through, we not only delivered media and influencers a creative press kit but we staged an at-home activity to ensure they were engaged with the brand. To do this, we partnered with well-known chef and owner of Three Blue Ducks, Darren Robertson who developed a recipe utilising avocado, the hero ingredient of the Hair Mask. Prior to the live zoom call, we delivered media and influencers across Sydney their very own box filled with the ingredients they needed to create their own avocado hummus whole food bowl, designed by Darren. On the day, media and influencers cooked along with Darren creating the delicious recipe which they enjoyed after hearing all about the new Miracle Shine Hair Mask.
THE HIGHLIGHT: Enjoying the delicious whole food bowl that we cooked alongside Darren was a highlight! Recipe below for all those wishing to follow along at home:
1 ripe avocado
100g cooked chickpeas
2 glugs of olive oil
1 tbsp tahini
1 sml garlic clove
1 wedge of roasted pumpkin
1 tsp sweet smoked paprika
Herbs and toppings:
1 green shallot
1 handful chopped coriander
Parsley and mint
1 hear of corn
1 glug of olive oil
Season the pumpkin with salt, pepper and paprika, roast at 180 degrees for 25 mins.
Smash the chickpeas with avocado, tahini, garlic, olive oil, lemon, salt and pepper.
Cut the kernels from the corn cob, chop the shallot and mix through the herbs. Season with olive oil and orange juice.
Mix the herbs, season with lemon, a little more salt and olive oil. Serve up in your favourite bowl or plate with the pumpkin, avocado hummus, herbs and corn.
Since it had been some time since media and influencers attended an event with A’kin, it ignited brand love with achieving some incredible coverage for the brand including Grazia, InStyle, New Idea, and E Online to name a few.