Salon does a makeover on a client and posts it online

05/28/2010 1:09:52 PM

 


Charles Penzone Grand Salon in Columbus, OH, gave Megan a makeover. Here you can see her before picture, her daytime look and her evening hairstyle.

You’ll wish you’d thought of it. “Real Guests, Real Beauty Transformations” is the new campaign at Charles  Penzone Grand Salons in Columbus, Ohio. Already, voting for faves via interactive ad banners at eonline.com and instyle.com has outscored average banner click-throughs and boosted brand interaction to 19.3 seconds—the benchmark is about 12.

President Debra Penzone says using guests instead of professional models showed what the salon could really do. “We wanted to show a range of guests and how we can help anyone feel confident,” says Penzone.

After choosing three “transformers,” the creative team created total day and evening looks, for which chemical services were key. Megan, who visited the salon with a bridal party, got a “Grand Weaving,” (a full-head foil) to take her Level-6 blonde with darker highlights to a brighter blonde with light dimension. The highlights used Schwarzkopf Colour Igora Vario Blond Plus lightener with Personality Lotion, alternated with 100-4 (beige) and
30-volume developer.

Thus far, her evening look is outscoring her daytime variation, proving that curls are hot. (Online, voting is for day versus evening, not guest versus guest.) The team will transform four more models before the year’s end. Jena Skowronski, the salon’s marketing coordinator says she’ll use all the images in
national and local ads, and for social networks: “It really sets us apart.”

 

 

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