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JOICO Defy Damage Sleepover Digital Launch Campaign

We produced a digital campaign with JOICO for the launch of their new product «Defy Damage Sleepover». Sleepover is an innovative night mask that provides care exactly where you need it. The unique thing about the mask is that it is applied before bedtime, and does not need to be rinsed out.

In order to promote the launch of Sleepover, we collaborated with well-known influencers of relevance. They were encouraged to create engaging and creative content to promote the new product. This resulted in Reels, post in feed and Instagram stories. The use of tags and hashtags generated visitors to Joico’s Instagram.

The influencers demonstrated how Sleepover is applied, its use and the result. Accordingly, the campaign was presented in collaboration with: @Pureelisabeth_, @motesilje, @marenbaxter and @henriettehonsrud.





We congratulate JOICO for the new launch of Defy Damage Sleepover!