Garnier wanted to launch their new Method for Curls—a 4-step haircare routine that keeps curls hydrated for up to 7 days—with a bang. But more than that, they wanted to shift the narrative around curls from “limiting” to liberating, especially for a Gen Z audience navigating workouts, windy commutes, late nights, and early mornings.

So, we created the Curls for Days Challenge, an immersive brand experience that was part dry bar, part content playground, boosting confidence for all. Popping up at Battersea Power Station, a go-to Gen Z hangout, we invited curly-haired guests into the Perfect Curl Parlour for product education, bespoke styling, and a little love for their locks. We then let them put the products to the test through four interactive zones designed around real-life curl disruptors: exercise, wind, commuting, and bedhead.

With every challenge conquered, guests earned a stamp on their Insta-worthy “Curl Card” and captured their transformation in branded content backdrops. The experience felt less like a hair tutorial and more like a full-blown curl celebration. It was educational, empowering, and engineered for TikTok.

The result? 1340 guests over 4 days, 1000+ shares, a 20% conversion rate, 100% positive social sentiment—and a lot of hydrated, happy curls. The Curls for Days Challenge wasn’t just an event. It was proof that Garnier’s Method for Curls truly works, no matter what life throws at you.

AWARDS

2025 Popai Awards | Shortlisted for Bronze, Silver or Gold