> TRESemmé Styleseek Boutique
Alberto Culver’s TRESemmé brand partnered with WildTangent to relaunch their “Smooth Collection” product line and build awareness of product enhancements and changes among fashion-forward 18-34 women in a casual gaming environment.
THE STORYLINE
After years as an assistant, Ella is ready to make it big with her own boutique. Help her create fabulous styles that her customers will love with haircuts, makeup, clothes, and jewelry. A beautiful customer is a happy customer, so pay close attention to each customer's favorite style! Work fast, be fabulous and help Ella make her way to success in New York City.
GAMEPLAY
Each day, players have to earn a specific dollar amount to continue to the next level. The player earns money by keeping customers happy and selling them TRESemmé product. The longer customers have to wait in the salon for services, the less happy they are. After waiting too long, customers will get angry and leave, so managing time is key to success. The player styles and cuts hair, chooses clothing, and applies make up to customers in three separate stations. Choosing the right style will make customers happy and earn the player bigger tips. At the end of the day, if the player meets her goal, she can spend money to buy upgrades for the boutique: including more comfortable chairs, magazines, coffee maker, etc.. All items that will keep customers comfortable and happy!
BRAND INTEGRATION
The “Smooth Collection” anti-frizz product line includes shampoo and conditioner products in addition to a an array of styling mousses, gels, crémes, and sprays. In Styleseek Boutique, players select from various hairstyles for customers and each hairstyle is aligned with the appropriate TRESemmé Smooth Collection products. This enables players to engage the entire portfolio of products while subtly educating them about which products deliver the right style they're looking for. Additional branding in the game environment and menu screens complements in-game product engagement.
GAME DISTRIBUTION AND MARKETING
Styleseek Boutique is hosted and promoted across the WildTangent Network featured prominently with editorial placements and traffic-driving media in our Casual channel. The game is also featured as content on TRESemmé’s website.