Midori and Models Own launch Limited Edition Hair Chalk
Monday July 14, 2014 at 4:55pm
Midori melon liqueur has partnered with Models Own to create a bespoke green Hair Chalk available to purchase throughout the summer, which will also be used to drive consumer engagement through a range of promotional activities. The previous partnership between Midori and Models Own saw the creation of a ‘My Midori’ nail varnish set. Designed to appeal to Midori’s target consumer by tapping into one of the latest beauty trends, the Hair Chalk will be added to Models Own’s new product range and will correspond with Midori’s existing brand positioning, ‘My Midori’. The Models Own partnership officially launches in July and will be amplified with a series of activities across the UK, with Midori creating a bespoke cocktail called the ‘Midori Twist’ and a Midori Twist hairstyle – a fishtail plait designed by Blow LTD which incorporates the ‘My Midori’ Hair Chalk. Both the ‘My Midori Twist’ cocktail and the ‘My Midori Twist Plait’ will be brought to consumers attending Newcastle Cocktail Week, London Cocktail Week and Brighton Cocktail Carnival. They will get to sample bespoke cocktails, try out the hair style and take away the new and exclusive Hair Chalk to try at home. Nick Barker, Midori UK brand manager, says: “Our previous partnership with Models Own to create a ‘My Midori’ nail varnish set resonated well with the Midori consumer and was a huge success. We’re looking forward to building on that success with the new and exclusive ‘My Midori’ Hair Chalk, and firmly believe it’s a product our consumers will love. With the festival season upon us and Hair Chalk becoming a growing fashion trend, this product allows Midori to become even more intrinsic to our consumer’s lifestyle.” The limited edition My Midori Hair Chalk will be available to buy from www.modelsownit.com from July 1 2014 with a RRP of £6.99.