We created mass awareness, social and earned media tactics that strategically integrated the Shark FlexStyle into pop culture and into the most important red carpets, award shows and premieres in the world by curating and assembling a hair squad denominated the “Shark Beauty Collective” formed by Celebrity hair stylists Glen Coco (Los Angeles), Ursula Stephen (New York) and Dafne Evangelista (Miami.) The collective led the narrative through owned socials andin person celebrity styling sessions where they naturally introduced the Flexstyle with their clients which included: Sydney Sweeney, Bebe Rexha, Natti Natasha, Camila Coelho, Meredith Duxbury, Olivia Culpo, Tinx, Tilda Swinton & more. The collective was joined by celebrity ambassadors Lele Pons and Lala Anthony for pop-up appearances (NYC & Miami) and social media campaigns specifically curated to build awareness in targeted markets.