During the COVID-19 pandemic, hairdressers and salons around the world had to temporarily close their doors to the public. Henkel Beauty Care Professional, the global haircare division of Henkel, wanted to support local businesses by bringing hairdressers together during this difficult time.
Designed as the first digital hair festival, #HairdressersUnited featured 9 Henkel Beauty Care Professional brands and 41 hair stylists and influencers, reaching a combined audience of over 8.3 million followers. The 27hr social media live stream on Instagram, Facebook and YouTube had participants from 19 countries presenting a variety of seminars in 9 different languages. The online event combined educational sessions and a charity initiative, bringing together some of the world's biggest hair beauty care professionals in one open platform for hair enthusiasts. A record-breaking celebration of solidarity across borders and cultures.
Guinness World Records was a key element that helped us increase the excitement around the event.