To launch FEKKAI 3.0 in the U.S., we developed a buzz-worthy moment that embodies FEKKAI’s commitment—Sustainable, Clean, Salon Performance—to attract and excite the next generation of loyalists. We invited consumers to Santa Monica Pier to experience an unexpected, eco-friendly beauty salon.

Taking inspiration from a classic lifeguard stand, we built a functional salon and offered free product samples and styling services to consumers who committed to helping us remove/recycle beach pollution over three days.

Guests were invited to join a weekend filled with feeling good, doing good, and looking good. After making a pledge towards a cleaner planet and beauty routine, guests enjoyed a free salon service by top hairstylists.

Highlighting the 95% recycled plastic packaging, we collaborated with Heal the Bay to organize a purposeful beach clean-up. The exterior of the salon was used as a recycling receptacle, encouraging patrons to do their part for the beach. By doing so, they were gifted a free session with a Fekkai stylist, product, and assorted hair accessories.