The Mars Agency and Øuterkind Go On Tour With a Mobile Salon Experience for Schwarzkopf

By thelaegotist / April 16, 2025 /

“Color on Tour” blended experiential marketing, influencer engagement, and AR tech to boost awareness and purchase consideration

When Schwarzkopf launched its Keratin Color at-home hair color line, it faced the familiar challenge of standing out in a crowded category. Consumers in this sector are inundated with products promising professional-quality results in their home beauty battlestations. 

To get top-of-mind thoughts from people who style their own hair, The Mars Agency and Øuterkind hit the road, launching a mobile salon experience that delivered the product directly to consumers’ follicles.

With the “Hairstream”—a retrofitted Airstream trailer turned fully operational salon—leading the charge, Schwarzkopf’s “Color on Tour” made more than 20 stops across the U.S., targeting retail spaces, lifestyle festivals, corporate campuses and professional stylist events. 

Inside, Schwarzkopf-certified stylists provided complimentary services, including hair color consultations, full colorings and stylings. The experience accommodated both walk-in guests and those who pre-booked appointments online.

The Øuterkind creative team also built out a branded lounge area, Schwarzkopf Refresh Bar, offering additional complimentary hair and makeup touch-ups. 

The mobile salon concept accompanied the brand’s “What story will you tell?” platform, which positioned hair color as self-expression. 

The experience also included a bit of technology magic: The “Magic Mirror,” an augmented reality installation, allowed attendees to preview Schwarzkopf hair-color shades in real time. 

The Real Housewives of New Jersey star Margaret Josephs and actress Sofia Vergara drew crowds and media attention at select stops while influencer stylists Jonathan Colombini and Julius Michaels connected the product with professional credibility.

Over the course of the tour, the activation delivered nearly 1,100 in-chair services. Pre- and post-experience surveys showed that awareness rose by 140%, purchase consideration increased by 136%, and purchase intent grew by 81%. The guest experience rating hit 99.5% positive sentiment, and the activation earned a Net Promoter Score exceeding 95%.

The Color on Tour activation reflects broader trends in experiential marketing, where brands are increasingly investing in mobile and immersive experiences that deliver both product utility and emotional resonance. 

Moreover, the integration of AR technology and influencer partnerships helped bridge online and offline engagement, offering a way to shift consumer perceptions of at-home hair color from a compromise to a credible, professional-grade option.

• Credits –

• • Campaign Title: What Story Will You Tell?
  • Execution Title: Color on Tour
• Client: Henkel North America, Schwarzkopf
• Agency: Øuterkind, Mars United Commerce, CMM PR, Blended Strategy Group
• Video Team: O Hello Media
• Narration: Kate Dulcich