The Lux Beauty Shine Salon. By leveraging the Chinese consumers' adoration for visiting the hair salon, we created a virtual salon where users would be able to receive informed advice on their hair condition from a professional stylist. By visiting the online virtual hair salon at luxstyle.com.cn/luxsalon/ users are able to sign up for a professional consultation in a real hair studio, with a top class stylist guiding them the whole way.
In a perfect blend between virtual and reality, users are able to experience a digital consultation and then visiting the hair salon offline to enhance the sampling experience. Thus creating new experience for women in China.
After working out the concept, scripts and the social components to this campaign I was co-directing the shoot along with an outside director and production house.