The Shift

For the first phase, we teased the shift by partnering with culture pages such as What Is New York, Subway Creatures, Nolita Dirtbag, and Influencers In The Wild to build buzz by showcasing the Hair Monsters in the wild. Within this phase, we also led a content production shoot capturing the Hair Monsters in their element through three whimsical, yet relatable vignettes.

In the second phase, we took the Hair Monsters to NYFW at the Batsheva fashion showcase, gaining brand exposure and credibility for method by letting the monsters loose on the fashion floor and capturing content of method products backstage. We also went live with our paid editorial in partnership with PAPER Magazine.

For our third phase, we activated at Vanderbilt Hall within Grand Central, transforming the space into a one-day pop-up salon where New Yorkers could get their hair styled and take home method samples to try out. Method also partnered with talent - Monet McMichael and celebrity hair stylist, Rubi Talavera for content and media interviews. We also hosted press through VIP appointments where they received a 1-on-1 consultation from Rubi herself.