Mail & Door Drops

KMS Shags

Kao Australia

Issue 33 | December 2014



Creative Team

Executive Creative Director Simon Bookallil Creative Director Emil Vrisakis Senior Art Director Garreth Wills Designer Garreth Wills Art Director Chloe Banicevic Copywriter Archie Murugaser Online Content Producer Vivian Huynh

Other Credits

Strategic Planner David Feenstra Account Director Jade Ramsey Account Manager Melissa Gow Production Manager Melissa Gow Marketing Director Louise Chamberlain KMS Brand Manager Felicity Pavier


December 2013


Hair care brand KMS California was falling out of favour with hair stylists. Many salons were choosing to recommend newer products to customers. The challenge for the agency was to create a campaign that would both engage with stylists in the salons, the people who drove recommendations, as well as the end users.


The solution was Shags – a range of dolls with shaggy hair, which were mailed out to 400 salons across Australia. Recipients were encouraged to restyle the characters, using KMS California's Hairplay range before sharing the results on Instagram. The dolls were also sent to key influencers in the hair-care industry.

The KMS brand idea was 'Play' and this idea brought that to life in a way that invited stylists to express themselves.

As well as being designed to sit in the salon as a constant reminder as a pop culturally relevant brand, KMS Shags were also custom built for social media with each entry amplifying the campaign and further cementing KMS California's credentials as a pop culturally relevant brand.


To date, over 2,000 posts have been uploaded to Instagram using the hashtag #KMSShags. Sales of KMS California have increased 27% year on year.

Our Thoughts

Listening to some people talk, you’d think that the worlds of print and of digital media were totally separate. This idea is

a great demonstration of what happens when the physical world and the online world come together. Something bigger happens – you get a broader reach as well as a greater depth of engagement.

Everything about this is smart. Bashful know who they are talking to; they know stylists are creative people; they know they like to play and to show off; and that they are heavily into social media. Result, a 27% hike in sales without a single cliche´ about luxury feel or soft and silky hair with a gorgeous shine.


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