JvM/Limmat: The first washing line for hair

All you have to do is select the appropriate hair care program, take a seat on the fully automatic hairdresser's chair, and you'll be rolling slowly on rails through the wash line by yourself. While the hairdresser's chair tilts electrically backwards, a hydraulic arm swivels over the head and wets the hair with pleasantly tempered water. Shampoo is applied in precise doses from a second nozzle.

While the chair moves on continuously, vertical brush rollers, water walls, conditioner nozzles, a horizontal flap roller and a sophisticated device that massages in the hair conditioner are used. After a quick dry with two industrial blow dryers, two Syoss stylists bring the hairstyles into perfect shape with just a few moves.

"Care Wash" makes it possible to experience what Syoss promises, namely professional performance and a feeling as if fresh from the hairdresser. The spectacular wash line was set up for two days at Zurich's main train station and was fully booked after just one hour for the entire duration of the promotion. A film documents the action and is available on Get-syossed.ch to see. "Care Wash" took place as part of the "Get Syossed" campaign, which was launched throughout Switzerland in mid-April.

A partnership with fashion and lifestyle blogger Minea Blaze also caused a stir. She accompanies the campaign on her owned channels and gives her very personal care and styling tips on the microsite.

Responsible at Henkel: Christian Volk (Marketing Manager); Virginia Winkelmann (Brand Manager Hair Care). Responsible at Jung von Matt: Samuel Christ (Executive Creative Direction); Johannes Dörig, Andrea Klainguti (Art Direction); Tanja Jablanovic (Graphics) ; Monika Arnold, Julia Grass (Consulting); Julia Fischhaber (Media and Blogger Relations) Stefan Näf, Romana Weber (Strategy); Simon Caminada (Technology) ; Deborah Herzig (Art Buying); Shining Pictures (Production); Simon Nagel (Direction); Andrea Monica Hug (Photography); Minea Jud (Blogger).