Paul Mitchell Big Night Out Campaign for Special Occasion Success

By Anne Moratto | 12/21/2013 11:16:00 AM


Special occasions are a multibillion dollar industry, and Paul Mitchell is making sure salons get invited to the party with Big Night Out, an integrated campaign to bring prom-­‐goers, brides, and other party-­‐goers into the salon.

The Big Night Out Campaign includes beautiful imagery and a social media component.

Paul Mitchell has created four exclusive, party-­‐perfect looks that stylists can create in their salons. When stylists buy one of three select Neuro Tools, they will receive a free Salon Service kit that includes styling products, hair accessories, and the Big Night Out Style Guide. This guide features step-­‐by-­‐step instructions for creating the four Big Night Out looks in the salon, as well as business-­‐building and merchandising tips and specially designed appointment cards. There will be more business-­‐building, marketing and educational support available online for stylists at, including an inspiring sizzle reel, how-­‐to videos, and customizable Big Night Out social media graphics, press releases, and e-­‐mail blasts to help salons reach their customers.

In addition, Paul Mitchell will reach out directly to consumers using the hashtag #DressUpPartyDown on social media, and an online contest supporting Big Night Out.

Salon guests can take home a piece of Paul Mitchell Big Night Out with "Get The Look" kits inspired by three of the four Paul Mitchell Big Night Out styles. These trios of travel-­‐size stylers can be bundled to make a great gift with service, or can be retailed. Stylists who are interested in hands-­‐on education on the four looks also have the option to book free Big Night Out in-­‐salon classes through their Distributor Salon Consultants, who they can find at

Paul Mitchell Big Night Out Collection Details:

Salon Service Style Kit: over $30 value, FREE with purchase of Neuro Smooth, Neuro Unclipped (rod, cone, or small cone) or Neuro Cell.

• Sculpting Foam, 6.7 oz.

• Freeze and Shine Super Spray, 8.5 oz.

• Hot Off The Press, 6 oz.

• 12 ombré bobby pins

• 4 ombré hair ties

• BIG NIGHT OUT STYLE GUIDE including: (4) exclusive looks with how-­tos.







Anne Moratto’s well-rounded beauty career includes years in beauty public relations, beauty marketing, beauty manufacturing, and now, with MODERN SALON, in beauty publishing. The through-line has been an intense interest in all things beauty and a sincere appreciation for the skilled artists and entrepreneurs who make the industry so vital, compelling and creative. Anne, a native of Wisconsin, lives with her family in Los Angeles, CA, and is MODERN SALON’s West Coast Beauty and Special Markets Editor. She can be reached at


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