Press 03.08.2015

PR Launch

PRO:VOKE Touch Of Silver is the original purple shampoo developed by salon professionals with over 35 years of unforgettable heritage. So when the brand went through a design evolution and added some exciting new products to its line-up earlier this year, we couldn’t resist making some well-deserved noise…

PR Launch

Touch Of Silver’s mission is to create the perfect canvas for blonde, platinum and silver hair, ensuring everyday is a great hair day. So what better way to celebrate our new look than creating a Touch Of Silver art gallery to showcase our new range in style? We took over The White Space venue in the cultural hub of Central London and invited the nation’s beauty press and bloggers for an exclusive sneak peek.

Statuesque plinths displayed our newly designed bottles in the clean space, backlit with violet spotlights, whilst the walls were adorned with stunning artwork created using Touch Of Silver products. Beauty photographer David Newton created eye-catching photographs in his signature style, featuring blobs, drips, splashes and sprays galore of our much-loved range which hung proudly on the gallery walls. All the while, our get the look tutorial vlogs featuring our ‘Face of Touch Of Silver’ competition winners played on the back wall in all their glory.

Our exclusive guest list was invited to attend in hour-long slots and begun their exciting #BrighestHour journey on arrival. Past the impressive jungle of violet floral bouquets, attendees followed the purple arrows that guided them to their first stop. An assortment of tens of cameras photographed each guest from every angle, before printing their very own 3D mini-me, complete with details of an incredible likeness: a great memento!

Up next, it was into the gallery where guests were greeted by our new Touch Of Silver Brand Educator and celebrity stylist Larry King (responsible for the locks of famous blondes including Katherine Jenkins and Mollie King). Larry talked the group through the new look and demonstrated our much-loved products before our first new launch was unveiled: the Pre-Toning Primer. Our Primer station saw fashion illustrator Amy Gwynn painting our new product with her signature flair using different materials for each #BrightestHour slot, including fifty shades of purple and silver crayons, watercolours and acrylics. We wanted to showcase that just as an artist preps her canvas, our Pre-Toning Primer will prep your hair for the best results before using our Brightening Shampoo and Intensive Conditioner treatment.

The following stop introduced the press to our second and third new products: the Intensive Keratin and Shine Treatment Shots, which went down a treat. Whilst guests listened to Larry exclusively reveal the secret behind these salon-at-home treatments, they received their own healthy drink shots with ingredients such as blueberry and cucumber to promote healthy hair growth and shine! Yum.

And last, but certainly not least, our guests ended up at the bar where they were treated to Touch Of Silver-inspired cocktails and healthy hair drinks, as well a beautiful selection of purple macaroons.

We attracted the likes of Marie Claire, HELLO!, Stylist and Grazia amongst many others so keep an eye out on your favourite blogs and magazines to see what the beauty insiders think of our new line-up! It was an unforgettable day and the mini-me models will ensure we always remember our #BrightestHour with Touch Of Silver.

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