Richard Ward: The launch of The Chelsea Collection

Following the success of the renaissance of the DGJ Organics range, exclusive to Waitrose, Nobull was briefed to launch the new Richard Ward Chelsea Collection of salon quality hair products, designed and developed for Waitrose.

Experiential product launches and stunts

The Challenge

Following the success of the renaissance of the DGJ Organics range, exclusive to Waitrose, Nobull was briefed to launch the new Richard Ward Chelsea Collection of salon quality hair products, designed and developed for Waitrose. Nobull leveraged its strong relationships with the hair and beauty media and bloggers to deliver high level coverage to coincide with the on-shelf date.

The Solution

We launched with a creative desk drop and visited the most influential journalists with early sample product to enable them to test the range prior to the official launch. We replicated this with bloggers.

To maintain coverage, we used a combination of seasonal and topical reminders and sampling with the media, supported by a series of advisory pieces from Richard Ward on how to achieve great hair using his products, and how to replicate celebrity styles.

Social media supported the campaign and the launch was a huge success, so much so that Waitrose and Richard Ward expanded on the collaboration with the development and launch of a new anti aging range. Again, extensive coverage was achieved throughout the campaign.

We also launched the new anti-ageing range to the media with media gifting and successful one-to-ones with a wide range of publications. The new range was launched with blind product testing and exclusives with certain publications.

The Results

The Chelsea Collection has become a favourite amongst the media and regularly recieves national press coverage.