Kuala Lumpur, Malaysia – OMD Malaysia has partnered with Philips to launch a new campaign promoting the Philips BLDC Hair Dryer, aimed at helping women achieve salon-quality hair styling at home.
Called the ‘Philips Salon Activation’, the campaign centres on the message “From Salon Secrets to Everyday Confidence,” positioning the product as a practical solution for modern consumers seeking convenient beauty routines that fit into busy lifestyles.
According to the agency, the initiative was developed after identifying a gap between consumers’ aspirations for polished hair styling and their confidence in using at-home tools.
Wong May May, Business Director of OMD Malaysia said, “We recognised a significant challenge as our insights revealed that modern women aspire to look good but often distrust at-home tools or fear complex routines. They want the confidence of being put-together without spending hours getting ready and mistrust the content that promises this.”
For the first time, we’ve unpacked the magic of salons with the playbook of the Philips BLDC to bring out the confidence of women. It’s a truly holistic way of addressing all these pain points, moving beyond traditional content to demonstrate actionable salon secrets that can be achieved at home.”
As part of the campaign rollout, OMD collaborated with Walking on Sunshine Salon to host a content activation featuring three key opinion leaders — Mek Yun, Sok Ying, and Elisha.
During the activation, salon stylists demonstrated styling techniques using the Philips BLDC Hair Dryer on one side of participants’ hair, while participants recreated the look on the other side themselves. Thirty additional content creators also participated as seeders during the event.
The campaign will also include a series of three interactive tutorials on YouTube featuring the three creators, offering guidance on styling techniques for different hair types and addressing common hair care concerns.
In addition, around 70 nano-influencers will take part in the campaign over its duration, sharing practical styling tips and demonstrating different ways to use the hair dryer at home.
Vivian Chan, Digital Campaign Manager (ANZ & ASEAN) at Philips said, “This campaign marks a strategic shift for us and is rooted in the understanding that today’s women seek beauty that matches the pace of their lives and the depth of their identity. Each pillar of content is strategically differentiated, and the team has directly addressed all these common concerns to prove that the Philips BLDC Hair Dryer is no ordinary hair dryer. More than that, it demystifies the salon and empowers women with the knowledge to confidently integrate professional hair care into their daily lives.”
The ‘Philips Salon Activation’ campaign will run until the end of April across Malaysia.
