MATRIX Build a Bond
EVENT for Influ & PR
BRIEF
Matrix was launching a new product line of Instacure haircare, for the intorduction they wanted to prepare event for influencer and PR. The event had to seamlessly communicate the main benefits of the new products while representing the brand as whole. We had to bring the concept, strategy, location and produce the event. The whole theme was around building millions of bonds in your hair.
#offlinecampaigns #creative #concepts #eventdesign #decorations #influencers #PRevent
SOLUTION
The strongest engagement comes from real interactions between people. Building on Instacure’s promise of creating millions of bonds within the hair, we translated the product benefit into a human experience centred around connection. The result was the Billion Bond Club—an immersive, LA-inspired rooftop party overlooking Wenceslas Square, brought to life through the product's pink signature colour, bubbles representing the bonds and billions of dollars.
Every activity was designed to make the product story tangible. Personalised hair consultations and styling demonstrated the benefits of the product, while a hair-accessory workshop encouraged creativity. During the “Find Your Bond” activity, guests discovered something they had in common with another person and captured their connection in a shared photo—turning a technical product message into a genuine human interaction.
A wind tunnel filled with Matrix dollars added fun and friendly competition, with selected winning bills offering a complete makeover by a leading Matrix hairstylist. A vogue dance performance, a music set by DJ Nevinnost and a statement bubble photo wall completed the experience. Together, these elements created more than a product launch: they gave guests a reason to connect, participate and share—bringing both Instacure and the wider Matrix brand naturally to life.
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