The Challenge: Blending Three Brands into One Memorable Experience
The challenge was clear: combine BabylissPRO, Cuisinart, and ULTA into an immersive experience that would capture the attention of New Yorkers, create a major buzz on one of the busiest streets in the city, and encourage public participation. To achieve this, we drew inspiration from a wildly popular social media trend seen on platforms like YouTube, Instagram, and TikTok: “Get Ready With Me” videos, where creators share their preparation routines for events or daily self-care.
This trend has skyrocketed in popularity due to its authenticity and the connection it creates with audiences, featuring beauty products, makeup tips, haircare techniques, dynamic music, and brand collaborations.
Introducing #GetReadyWithBaBylissPro + Cuisinart
BabylissPRO embraced this trend and transformed the traditional approach, switching out the “me” for Babyliss, creating the hashtag #GetReadyWithBaBylissPro + Cuisinart. This campaign invited participants to indulge in a self-care moment, while enhancing their hair with the innovative Nano Titanium line from BabylissPRO.
The activation was divided into four stages:
Pre-activation: The event was teased on Instagram with reels and stories, building excitement among users.
Activation: At the BabylissPRO + Cuisinart stand, participants could enjoy an immersive style and coffee experience.
Central Walkway: Signage guided visitors from the stand to ULTA, located on the second floor.
Living Room at ULTA: A personalized experience with expert stylists who offered exclusive hairstyles to participants.
To streamline the journey between the stand and ULTA, we implemented a QR code system linked to Google Maps, making navigation effortless.
Exceptional Results
In just five hours, the experience empowered over 2,000 women, helping them feel more confident and self-assured in their style. Beyond participation, the campaign exceeded expectations, doubling average sales and generating over $300,000 in earned media coverage.
With this activation, BabylissPRO once again demonstrated its ability to innovate—not only in its products but also in how it connects with its audience—offering an unforgettable experience and reinforcing its leadership in the beauty industry.
BabylissPRO is renowned for its unwavering commitment to innovation, quality, and professional-level performance. Known for developing cutting-edge hair tools, the brand has consistently met the high demands of both professionals and salon enthusiasts. With a focus on precision engineering, ergonomic design, and advanced features, BabylissPRO products deliver exceptional results, solidifying their position as one of the most trusted names in the beauty industry.
In line with this commitment, BabylissPRO decided to launch an unprecedented pop-up experience to promote its Nano Titanium product line—a range that blends innovation with professional quality. The goal? To strengthen brand positioning, recognition, and preference, starting in the vibrant heart of New York City.
To add even more excitement, BabylissPRO teamed up with Cuisinart, known for its kitchen products, which showcased their coffee maker line in honor of National Coffee Day in the U.S. And as the cherry on top, ULTA, the renowned beauty salon chain, joined the event to provide a full beauty experience, including hair and makeup services. The event promised a unique fusion of style, self-care, and a delicious cup of coffee.
