FEKKAI

01 / THE OPPORTUNITY

FEKKAI was entering a new chapter with the launch of its clean, sustainable haircare collection. The opportunity was to introduce the brand's renewed commitment to salon performance and environmental responsibility to a new generation of consumers.

02 / THE OPPORTUNITY

We transformed Santa Monica Pier into the FEKKAI Turns the Tide Beach Salon, a three-day pop-up inspired by a classic California lifeguard stand.

Partnering with environmental nonprofit Heal the Bay, we made sustainability the currency of the experience. Guests who pledged to help keep beaches clean were rewarded with complimentary hairstyling, products and accessories, while the salon itself doubled as a recycling collection point. Dove Cameron joined as the VIP host for the influencer and media preview.

The activation brought FEKKAI's commitment to clean beauty to life, spotlighting its packaging made from 95% recycled plastic through an experience that combined beauty, community and environmental action.

03 / THE IMPACT

The activation attracted celebrity and influencer participation, including Dove Cameron and Anastasia Ashley, generating entertainment, lifestyle and industry coverage across E! News, Extra, OK! Magazine, BizBash and Life & Style.

Beyond its media visibility and social-friendly moments, the experience delivered tangible environmental impact, collecting 70 pounds of trash and 65 gallons of recyclables in partnership with Heal the Bay.

Executed in partnership with Mission