Management Practices

STAMP 2015: Atelier SalonSpa & Studio's Co-Branded Campaign

Stacey Soble | September 9, 2015 | 11:32 AM

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.”


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