1 2 - Trnd

Project Guide
trnd
Project
Project Blog: www.trnd.co.uk/vidalsassoon
Contact: lizzy@trnd.co.uk
Getting to know trnd
and Vidal Sassoon
We’re delighted to welcome you to our project and can’t
wait to try out this gorgeous new salon-inspired home hair
colour. We can already reveal that this project is like no other
— we’re going to be part of a revolutionary movement in
home hair colouring.
If you’ve ever wanted a home hair colour that offers stunning
luminosity and 100% grey coverage, then you’re in the right
place. Over the next few weeks we’re going to try out Vidal
Sassoon Salonist and hold two colour parties to share the love
and spread the word to friends and family, we’ll share feedback
with the brand and most importantly we’ll look as good as if
we’d just stepped out of the salon.
As the eight weeks unfold we will:
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Try out Vidal Sassoon Salonist and share experiences
with friends, colleagues, family and others.
Be part of the home hair colour movement by
hosting two unforgettable colour parties (more
on that on page 13).
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Collect the vital opinions of those around us and
share our thoughts in conversation reports.
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Feed back on the multidimensional colour via the
three online surveys.
Time to get testing
Have your say
Spreading the word
Your contributions
This handy little booklet will provide all sorts of hints and tips
for a great project, interesting information about Vidal Sassoon
and ways to help you spread the word via your two colour
parties.
We can’t wait to get started!
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What’s in your starter kit?
First things first! In week one you’ll receive a starter kit full of interesting information,
ideas and triggers to help you get the party started with Vidal Sassoon. Your kit will
include:
Get unpacking!
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Time to get testing
For you to try out:
If your starter kit has arrived then why not invite a couple of friends around to
open it with you? That way you’ve started to spread the word straight away.
Together you can read the info.
• A full-size product to try
• This insider’s guide
Once you’re all clued-up on Vidal Sassoon then it’s time to try the product.
For you to pass on to friends, family:
• 2 x full-size products to demo
• 20 x 'Spread the word' sheets
• 20 x coupons
Capture the moment and show off the salon-inspired colour that you got with
Vidal Sassoon Salonist.
Take photographs of your kit and capture the initial reactions.
You can upload your photos via our conversation report tool
https://www.trnd.com/uk/member-area/vidalsassoon/report.
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Have your say
You can send us your opinions of Vidal Sassoon Salonist via three online surveys
that will take place during the eight weeks of the project:
There is...
• An initial survey
• A mid-term survey
• And a final survey
We’ll be sure to send you reminders via email when each
survey is live.
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Spreading the word
If Vidal Sassoon Salonist has convinced you then let people know exactly what
you think of this salon-inspired product.
Spreading the word is simple — hold two parties (we’d suggest one for friends
and one for family) and impress them with the gorgeous colour and some of the
interesting insights you get over the next few pages.
In this project guide we’ve made a list of great party ideas (check out page 12
onwards) but you’ll probably have the best ideas yourself so be sure to share
them with us all on the blog: www.trnd.co.uk/vidalsassoon.
There’s plenty of ways to spread
the word to women who don’t get
the chance to attend your colour
parties. Why not show off your
newly coloured hair and share
your expert knowledge with your
colleagues at work?
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Timeless beauty
As we get older, our idea of beauty tends to change a little.
As a fresh-faced fifteen year old we were trying our hardest to
look older; as a busy 30-year old we were trying to look youthful
and well rested — and now? Now we simply want to enhance the
natural radiance that’s already there and what better way to do
this than by making sure our hair looks and feels its absolute
best?
By taking part in this project you’re joining
a community of brilliant, beautiful women
who know it’s not about the latest fashion
fads but about finding what works
for you (and having some fun
in the process).
Vidal Sassoon Salonist wants to
create the next generation in
home hair colour, the colour
party movement — you’re
at the beginning of something
very exciting.
Your contributions
Your role as a product researcher for Vidal Sassoon is vital.
In your starter kit you’ll find some ‘Spread the word’ sheets, we want you to share
these amongst your colleagues and friends and collect their opinions in return.
Why not let your friends experience Vidal Sassoon too? Just log into your digital
guestbook via your 'member area': https://www.trnd.com/uk/member-area, enter
your colour party guests’ email addresses collected during your party, so they can
receive £3 off Vidal Sassoon Salonist, and they can share the offer with their friends.
Make sure you keep a close eye on our blog where we will be rewarding the most
active hostess.
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So how is VS Salonist
different?
As easy as 1,2...
Why is it that when we colour at home, it doesn’t look quite as good as it does in the
salon? That’s because the professionals know a secret…
When your hair looks great, you feel great — simple, and no
matter where you’re at in life, you can achieve gorgeously
luminous hair with Vidal Sassoon Salonist.
When hair turns grey, it tends to get coarser and drier so a
moisture boost is essential if you want hair to look its best. This
winning formula which includes the hard working VS active
serum, offers incredible hydration to reveal stunningly luminous
colour, whilst guaranteeing 100% grey coverage.
Stylists treat roots and previously-coloured lengths differently because coloured hair is more
porous. Vidal Sassoon Salonist™ includes a breakthrough VS Active Serum that is mixed with
the Rich Colour Crème to tailor the level of colourant to your hair — this ensures hair isn’t
over-coloured (which results in a blocky, off-colour) and instead leaves you with beautiful,
multi-tonal colour with stunning luminosity.
Step one:
Brush approximately ¾ of the Rich Colour Crème
mixture onto the roots of the hair and leave for
20 minutes.
Step two:
Mix the VS Active Serum with the remaining colour
mixture and use hands to smooth the mix through
the lengths of your hair, blending with your roots.
Leave for 10 minutes. Rinse with water then wash
with a colour safe shampoo.
After shampooing, use the Colour Preserving
Conditioner included. Leave on for two minutes
then rinse and style hair as normal, the remaining
Colour Preserving Conditioner can be used as
weekly treatment for your hair for up to six weeks.
You can’t beat the natural glow that comes from feeling happy
and confident in yourself and your appearance, and the best way
to get it is with a colour that promises stunning luminosity and
100% grey coverage.
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Easy, right? And you get stunning luminosity and 100% grey coverage — what’s not to love?
Please don’t forget to carry out an allergy test first (for more instructions on this, see page 18).
NOTE: These timings are right for nearly all shades but there is the odd exception (for example light
blondes and vibrant reds), check the Vidal Sassoon youtube page for shade-specific instructions, there’s a
link on our blog. If you’ve never coloured your hair before (you’re gonna love it!) then check out the website
as you can do it all in one step.
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A few tips to help get you
started
We’re so excited to get started on this project with you and, in
order for us all to contribute effectively, we’ve laid out a couple of
guidelines that should be very easy to follow.
Be open!
Be completely upfront about the fact that you’re taking part in
this campaign and that you’re testing out Vidal Sassoon Salonist
as part of a word-of-mouth project with trnd. We want you to
be honest with your friends — we’re not trying to make you into
secret sales people — simply share your opinions on Salonist and
say how you got your gorgeous hair colour.
Be yourself!
Don’t overdo it! We just need you to tell your friends what you
think of the product and to get their opinions too. We’d be really
pleased if you love Vidal Sassoon Salonist but we’re not asking
you to do the hard sell.
Like you, your friends should have a personal opinion and we’ll be
waiting to know what you all think.
The key message
We know we’ve given you a lot of info so far so to summarise, the key message to spread at
your home hair colour parties is:
The breakthrough Vidal
Sassoon Salonist range with
its hard-working active
serum provides ultimate
hydration for stunning
luminosity as well as 100%
grey coverage. And what’s
more you can choose from
24 gorgeous shades.
Now that’s worth holding a
party for!
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Unforgettable colour parties
Colouring hair needn’t be a chore but every so often (particularly if you’re colouring
grey) it can become another job on the to-do list. The folks at Vidal Sassoon want to
revolutionise home hair colour with help from you!
We’ve been tasked with starting a colour party movement! Think of hair colouring as the
perfect excuse to banish the menfolk, send the kids to the cinema and invite the girls over for
a pamper session.
As project members, we agreed to host a minimum of two colour parties — here’s all you
need to know to be the hostess with the mostess:
First things first — who to invite?
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We’ll need five guests per colour party. Start making a guest list now — who loves
to colour their hair and are open to colouring their hair at home? We recommend
having a few names in reserve just in case!
The ultimate home salon
experience
It’s now time to think about what you’ll need to host a home
salon experience worth talking about.
When prepping for your colour parties make sure you consider
the below:
… how are you going to greet your guests?
… where will you colour your model’s hair?
… how and where will you rinse their hair after colouring?
… have you prepped your towels?
… are you going to serve nibbles and drinks? It’s a party after all!
… what music will you be playing?
… how are you going to share your expert Vidal Sassoon knowledge
with your guests? (more on that later!)
… have you got your digital guest book at the ready for your
guests to input their email addresses?
Decide who will have their hair coloured at the parties. You have two extra packs of
Vidal Sassoon in your kit, one per party. Make sure your hair models do an allergy
test 48hrs before the parties.
Distribute the invites in your starter kit to the lucky invitees.
Encourage all attendees to use the money off coupons attached to the invites to buy
their own pack to bring to the party, that way everyone will get to experience the
great results on the night.
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On the night
We want to ensure our revolutionary colour parties go off with a bang! To make sure
all of our guests get the full Vidal Sassoon Salonist experience we suggest assigning
everyone a role!:
Role 1 — the model. Make sure they’ve carried out an allergy test 48hrs prior and will be
ready to have their hair coloured at the party (details on page 18).
Role 2 — the mixer will be in charge of mixing the colour.
Role 3 — the stylist will be sure the model gets the perfect blow-out.
Role 4 — the photographer will make sure you have lots of great snaps from the party.
Role 5 — the bartender will make sure no one goes thirsty, and maybe provide snacks so no
one goes hungry either!
Role 6 — the expert; this is your role and time to shine! Make sure you share everything
you’ve learnt about Vidal Sassoon Salonist. Check our top tips below to ensure
everything is covered:
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Get the conversation started by discussing the topic of beauty at a certain age
(more on this topic on page 7) or ask your friends what they think about the
concept of revolutionising home hair colouring with colour parties.
Before you colour your models hair, share the how-to-colour tutorials — these will
be on the blog soon.
Add a bit of fun by turning the info on pages 15-16 into a quiz!
Make sure your guests add their emails to the guest book and motivate them to pass
the online coupons to their friends and family — they’re part of this movement too and
have very important roles in spreading the word — there is a prize in it too remember!
Last but not least — be sure you share all your feedback with the Vidal Sassoon
team in conversation reports. You should easily be able to share at least 10 reports,
one for each person attending your two colour parties.
Five things you didn’t
know about Sassoon
So much more than just a hairdresser, Vidal
has revolutionised how we see hair. Why not
impress your pals with these fascinating facts
on the legendary man.
1. When he was in his early teens, Sassoon's
mother Betty had a premonition that Vidal
would become a famous hairdresser. He
protested but she dragged him to the
salon of Adolf Cohen to inquire about an
apprenticeship anyway. Years later he had
become an international hairdressing icon. 2. In 1994, Vidal’s pioneering spirit led him to save London
Fashion Week! Following the withdrawal of funding from the
British Council, Sassoon initiated the first ever sponsorship of
London Fashion Week, and thus secured the future of one of
the biggest calendar dates in the world fashion diary.
3. Vidal’s salon genius has seen him collaborate with some of
the greatest names in fashion including Paco Rabanne, Sonya
Rykiel, John Galliano and Oscar De La Renta among many
others.
4. Vidal created Mia Farrow’s transformational look for the
Roman Polanski film ‘Rosemary’s Baby’ in front of press in a
boxing ring.
5. Vidal’s life was so fascinating and star studded that there’s
an entire movie about it. ‘Vidal Sassoon: The Movie’ tells the
story of Vidal’s rise to fame and prominence.
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A lasting legacy
In the 1950s women would spend hours teasing, curling and setting their hair to create a
fashionable style. That was until Vidal Sassoon burst onto the scene with his selection of
‘wash and wear’ styles that allowed women to have a relaxed and natural look that was
easy to achieve.
Take a look at some of his most memorable styles, we think you’ll agree that they look as
fresh and edgy today as they did in the swinging 60s.
Mary Quant — five point crop
Mary Quant style icon and inventor of the mini skirt, was a close,
personal friend of Vidal’s and is famously quoted as saying:
"I made the clothes, but you put the top on". This unique and
quirky ‘do perfectly suited her style and made her the fashion
darling of the 1960s.
A word from the experts
The Salonist range provides everything you need to successfully
colour at home and achieve salon-quality radiance but there’s
no harm in getting a few tips from the experts! Check these tips
from Expert Colourist Stuart Ross from Vidal Sassoon before
you hold your first party.
It’s like picking out a new blusher — complexion matters
Just as you would pick out a blusher that flatters your skin tone, you
should select your hair colour on the same basis. As a general rule,
cool versus warm colours work. So if you have a cool skin tone, then
warmer tones in your hair will bring balance to your features, while
warmer skin tones tend to carry cool hair shades far better. Check
out the gorgeous 24 luminous shades you can choose from:
Mia Farrow — the Pixie crop
Arguably one of his most iconic and distinctive cuts, the pixie
crop was made famous by Mia Farrow in the 1960s hit film
‘Rosemary’s Baby’. As testament to his legend, the cut is still
sported by many a celeb today.
Nancy Kwan — asymmetric bob
Actress Nancy Kwan's sashayed into Sassoon’s salon with four
feet of hair and left with a short, geometric 'bob'. Sassoon was
so confident with the style that he called celebrity photographer
Terence Donovan immediately, to snap the style. He was right
to be sure of himself, the pictures were picked up by Vogue
and Sassoon became a household name.
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Hair type makes a difference
Hair type and quality make a difference to the length of time you will need to expose your
hair to the hair dye for the optimum results. Coarse hair generally takes more time to absorb
colour than fine hair. Conducting a strand test before you colour, ensures your shade is
perfect!
Keep your greys top of mind
Remember that the more grey hairs you have, the lighter your overall shade will appear, so
bear this in mind when choosing a colour. Start off with a tone one or two shades lighter than
your natural colour, slowly re-introducing warmth and intensity back into your hair each time
you re-colour.
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Testing, testing
Meet our Vidal Sassoon contact
Just as in the salon. It’s important that every time you use
a new product you carry out an allergy test (even if you’ve
already coloured your hair before).
Say hello to Johanna, our contact at Vidal Sassoon. She’ll be keeping up with the project
and can’t wait to hear what you have to say about the Salonist range, and read all about
your conversations! Make sure your opinion is heard!
What you will need: cotton wool or a cotton bud, a plastic bowl
and a plastic spoon.
1. Mix small, equal parts of Colour Rich Crème and serum (about
the size of a 5p coin) in plastic bowl.
2. Apply a small amount of mixture to inside of elbow. Allow to
dry. Do not wash site for 48 hours.
3. Examine test site during the next 48 hours. If no reaction
occurs, you are ready to colour. If a rash or redness, burning
or itching occurs, you may be allergic and should not use this
product.
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Blog: www.trnd.co.uk/vidalsassoon
Email: lizzy@trnd.co.uk