Covering the Grey
Atelier SalonSpa & Studio
San Jose, California
Owned by: Karie Bennett
During the airing of the much-anticipated Fifty Shades of Grey, Atelier SalonSpa and Studio partnered with the nearby CineArts theater to persuade mature women to try haircolor for the first time.
Promotional pieces—including posters, mirror talkers, an animated ad, website banner, website promotional page, Facebook cover page and e-card blast—used a model image with the tagline, “If you have fifty shades of grey…we can cover it.” The promotion offered $20 off the guest’s first color service.
“We partnered with the theater in our shopping center, and they ran our 15-second animated ad before the screenings of all the films in the theater that month,” owner Karie Bennett says. “During the week the film was released, we gave two movie passes to everyone who bought an Atelier gift card worth $100.”