Conair Canada, John Frieda begin Heat Chic Tour
By Adnews Staff
Small appliance maker Conair Canada and hair care product company John Frieda have begun a joint promotion called the "Heat Chic Tour." The initiative will run through the fall in Toronto, Montreal and Vancouver. Branded SUVs will visit various retail locations, at which hair stylists will demonstrate the Conair Heat Chic hair straightener and John Frieda Frizz Ease products. The effort also includes a sampling program and a draw for a trip to the L'Oréal Fashion Week in Toronto. The promotion was developed by Scratch of Toronto. "Both Conair and John Frieda brands love this program as it gets the products in the end user's hands and hair in this case," said agency partner David Riabov. "By creating interactions, not just impressions, we encourage conversions at the store level. The tour serves as a product launch, branding initiative, sampling program, vendor support, and PR outreach, all rolled into one program." Participating retailers include Wal-Mart, Shopper's Drug Mart, Loblaw's, Jean Coutu, Rexall, Sears, London Drugs, Overwaitea, Jean Machine and the HBC group of stores.