SEE HOW THIS HAIR CARE BRAND TURNED WEATHER WOES INTO A MARKETING MOMENT

Summary from the TLDR Marketing newsletter

In July, göt2b hosted an interactive pop-up in Brooklyn's Domino Park featuring a humidity-powered “Emergency Box” that dispensed free full-size products when humidity reached 60% or higher. The vending machine allowed guests to select their hair type before receiving frizz-fighting products, while a scrolling LED sign indicated when the box was unlocked. Visitors could also take photos in a “Frizz-Free Photo Zone” and enjoy curl-pattern-inspired rolled ice cream. TXG, the agency behind the project, also sent influencer mailers styled as “Emergency Frizz Kits” with faux glass packaging.