Beauty Works wanted to bring the luxurious world of haircare to a fresh audience. Built around a fully custom Airstream, it would need to be a product launch campaign with a distinctly premium feel – inviting guests to step into the brand’s glamorous world.
But big ambitions bring bigger challenges, so they needed an experienced team (Promohire!) to make life easy and bring their whole campaign together.
Known for professional-quality products and high-profile collabs, Beauty Works are the UK’s leading hair extensions brand. Their styling tools deliver salon-level performance at home, creating everything from soft, effortless waves to lasting curls with enhanced shine – all engineered for every hair type and extensions.
With a new product range launching at the start of spring, the aim was to one-up the competition with an unforgettable live experience!
The brief was to craft a premium launch campaign across three retail destinations.
An Airstream would serve as the ‘immersive hub’ where shoppers could step inside, explore the latest styling tools, and sit down to enjoy luxury haircare from the experts.
Timing was a big consideration. The team wanted to know early on if a vintage Airstream could be ready to go in time for the release of the latest curling irons. Any delay would impact the success of the product launch – unravelling weeks of planning.
With timelines confirmed, the focus moved to securing locations and shaping the overall experience. Above all, their partner/supplier would have to understand logistics and budget constraints, and also cater to any last-minute requests.
At the centre of the campaign was a branded Airstream, designed to immerse guests in the world of Beauty Works. A discovery call allowed us to collaborate on ideas, before creating 3D renders, so the brand could approve the visual designs as early as possible.
The exterior wrap covered the vintage Airstream in rich caramel tones, while the inside was transformed into a premium beauty environment, complete with:
Backlit Beauty Works logo
Dedicated beauty bar for styling demonstrations
Wall-mounted screen for product visuals
Marble-effect display counter
Chiller fridge for light refreshments
Internal lights and light-up mirrors
We also crafted large-scale 3D props of the Beauty Works XXL Volume Hot Brush, Professional Styler, and the Professional Curl Tong. These freestanding elements boosted visibility so the product launch could attract more attention from afar.
Airstreams are among the most popular vehicles in our fleet, so we know which locations work best for them – especially when you’re aiming to draw the crowds and have guests step in and take part. That’s why we recommended the Bullring in Birmingham, Manchester’s Trafford Centre, and Liverpool ONE.
Our team sourced and booked each venue on the brand’s behalf, managing power and access times for a smoother launch campaign.
Each day began with a 6 am install, ensuring the Airstream and all freestanding props were ready to go live. We handled full setup and returned at night to de-rig everything once each event day had finished.
We also managed transport, operational planning, and last-minute adjustments. If you want to learn more about this service, see how we charge for logistics and then check which package is right for you!
With a bold and immersive setup, this launch campaign proved a roaring success.
The Airstream’s interior fit-out acted as a haven where guests could step in, learn more about the hot new items, and even enjoy haircare for themselves.
The result was a standout product launch that showcased the new styling range, with the Airstream starring on socials like TikTok, Instagram, and YouTube.
"Promohire was super, super on it. They understood the vision, had a wide portfolio of activations, and we trusted them to bring our vision to life." – Gabriella, Production & Events Coordinator, Beauty Works
Creating a premium brand activation takes more than a great idea. From vehicle design and build to sourcing the right locations and designing a space that encourages social posts, the details are what make a product launch really stand out.
That’s where we come in.
At Promohire, we can manage every facet of your project on your behalf, so if you have a launch campaign in mind, get in touch to arrange a free discovery call.