SexyHair

Turning a Lizzo Concert into the Mane Event for Media

To promote the partnership with SexyHair and Lizzo’s Watch Out for the Big Grrrls Prime series, Gear conducted a 360° activation strategy to amplify the partnership in front of as many media audiences as possible, including:

• A premiere day mailer to align with the series launch, sent to 43 editors that opted-in for receipt
• Lizzo hair styling sponsorship for the Emmy Awards, where her series was nominated and eventually won
• An NYC media staycation with top-tier NYC beauty editors for a Lizzo concert
• An LA media staycation with top-tier LA beauty media for a Lizzo concert

To announce the show sponsorship in time for its March premiere, Gear curated a Lizzo themed mailer to entice editors. The mailer featured snacks, a Lizzo sweatshirt, mocktail and wine glass, and SexyHair products to create the perfect at home watch party.

To continue the momentum, Gear sponsored Lizzo’s hair stylist for the Emmys, where the show eventually won for Outstanding Competition Program. Gear was able to secure behind-the-scenes imagery and Lizzo’s full hair look break down to secure features in Emmys beauty coverage.

Gear invited New York and LA’s top beauty editors and influencers to “do their hair toss, check their nails” before a Lizzo concert. The group was treated to Gear-prepped luxury hotel rooms with SexyHair pillows, Lizzo swag, goody bags, and more. Pre-concert, the posse gathered in a branded luxury salon suite for hair styling by SexyHair ambassadors and celebrity stylists, Danielle Priano (NYC) and Clayton Hawkins (LA), utilizing key SexyHair products. The groups enjoyed cocktails, games, photo opps, and dinner. Gear then whisked the media off to VIP concert seats, strengthening personal connections to the SexyHair brand and ensuring that when Lizzo was shining, “everybody gonna shine.”