STAMP 2015: Tyler Mason's Co-branded Campaign

Slow Food
Tyler Mason Salon Spa
Indianapolis, Indiana
Owned by: Tammie Baker

When Davines relaunched its Essential Haircare line this year, it partnered with Slow Food International, an organization that prevents the disappearance of local food cultures and traditions. As a result, each of the families in the haircare line features an heirloom ingredient from a family-owned farm in Italy, where the manufacturer is based.

To launch the new line to clients, Tyler Mason formed its own partnership with the local branch of Slow Food International and the Wildwood Market, an organic grocer. Together, the three businesses worked on a menu that represented each ingredient sourced by the Essential line.

On the night of the event, guests arrived and watched a presentation about the line, then took a “tour of Italy” by visiting different stations to see a demonstration of each ingredient and the related haircare products.
The salon sold nearly $1,500 in products. “Slow Food Indianapolis’ presence at the event left a huge impact on our guests, making the connection between sustainability, slow food and Davines,” Tammie Baker says.

For reprint and licensing requests for this article, Click here.