Hairbrush hot foiling

Live Hot Foiling for Tangle Teezer's UK Launch in London

For the UK launch of Tangle Teezer's new The Complete Carebrush, I was delighted to be invited to provide bespoke hot foiling personalisation for both their influencer PR mailers and a two-day launch event in London.

Ahead of the official launch, I personalised 125 hairbrushes in my studio, ready to be sent out to a specially curated group of influencers and press. This was followed by a live personalisation experience at Icetank in central London, where guests could have their own hairbrush personalised with their name.

The launch brought together a wonderful mix of private guests, influencers and members of the public, creating an exciting opportunity for Tangle Teezer to introduce its latest product through an interactive brand experience.

To support the launch, I provided a combination of in-studio personalisation and live event hot foiling, ensuring the same bespoke touch was carried through both stages of the campaign.

On the first day, Tangle Teezer hosted a private launch event for approximately 200 invited guests. Visitors could discover which hairbrush best suited their hair type before having their chosen brush personalised with their name using hot foiling.

For the second day, the event opened to the public and quickly attracted enormous interest.
Given the anticipated guest numbers, I invited fellow calligrapher Jade Tang to join me, helping us manage the demand while maintaining a high standard of personalisation.

Hot foiling on plastic hairbrushes can be tricky, so I carefully considered the materials and techniques required to achieve a clean, consistent finish. With the right approach, we were able to create beautiful personalised hairbrushes that complemented the product's design.
The public launch became a huge success, even going viral on TikTok, with queues reportedly reaching up to four hours.
The public launch became a huge success, even going viral on TikTok, with queues reportedly reaching up to four hours.

Despite the long wait, guests continued to tell us how worthwhile the experience had been once they reached the personalisation station. It was a lovely reminder of how much people value receiving something that has been made especially for them.

The project also demonstrated how live hot foiling can transform an everyday beauty product into a memorable keepsake, giving guests a tangible connection to a brand and its new product launch.

I was thrilled to support Tangle Teezer across both the PR gifting and live event elements of the campaign, helping bring a consistent and personalised experience to life.

Interested in live hot foiling for your next brand activation? Discover how Willow Rose Studio can support high-volume events through our large-scale event calligraphy and personalisation services.

Viral plus queues

Services included:
  • Personalisation
  • Hot foiling 

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