Beauty Hooked LUMS Event

What is Beautyhooked?

 BeautyHooked.com, Pakistan’s first online beauty services marketplace that connects women to Salons and Spas. The Website allows one to get services on discounted rates from all the well reputed salons of Lahore (currently). Its just you are one click away to enjoy lavish & relaxing salon services with no hush of personal visits to get appointments.

BeautyHooked Event:

BeautyHooked.com introduced its platform to the LUMS students this Friday. It partnered up with the students of the LUMS Dramaline Society and two of the biggest names in the beauty industry, Redah Misbah, owner of Depilex Group, and Shammal Qureshi, owner of Toni & Guy, to bring to the audience the first ever beauty event in the history of LUMS.

I was at place to assist Sundus Amjad the Co-founder of beautyhooked, as the associate program manager along with Head Programme Manager Farhan Hafeez. It was good to work with them.

Me & Sundus Amjad

The Event was organised in a well spaced Amphitheater of LUMS. It was enough to cater approx. 300 guests. Goodie Bags were placed on each seat for all the attendees. Everything was neatly & aptly organised.

The event was a house-full theatrical performance, with a live on-stage makeover by the experts, Redah and Shammal on stage.

The stage play was about collage mates, among them there was a cheesy character of a girl who was the hottest among  all the other girls of the class, full of attitude & pride as she was all well groomed & up to date in fashion, all the boys used to check out her she was after a handsome dude of the class. The handsome hunk Rizwan who  to pays no heed to the girls, among all the girls the lead character of the play who is a character of a nerd, geeky bookworm girl who secretly fell in love with the guy. And the things go on Shammal & Redah comes to her like two angels & transforms her complete look into a gorgeous chic, so she could impress Rizwan. The story turns around when she meets him & finds he's not a straight guy and that's why not into girls. The hall filled with laughter & applauds and that is how the play ends.

Coming to the personalities behind beautyhooked.com

Commenting on the event, Sahr Said

the CEO of BeautyHooked.com said, “We are building Pakistan’s first online beauty service marketplace. And for the first time in Pakistan you can now search, discover, review and book beauty appointments at top salons and spas online, and get exclusive discounts on all services for online beauty bookings. We want to bring the beauty services industry online, and become trend setters in the online beauty space. Keeping with our commitment to being the first, BeautyHooked.com has arranged an evening filled with many firsts."

This was the first time ever that an external event of this scale took place at LUMS, this was the first time Redah and Shammal performed in a skit with the actors for a live audience, this was the first time ever that top beauty experts in the industry gave a live demo to the LUMS students, and the first time ever that the crew at LUMS Dramaline society came together with BeautyHooked.com and beauty industry experts to put up a tremendous performance at LUMS.

We spoke to Co-founder & chief marking officer, Sundus Amjad and asked her why LUMS was chosen as the ground for this event, LUMinites as their target market & beauty & tech industry experts as the guests…

Sundus Amjad

‘Beauty Hooked is a technology product. We’re trying to shift an entire industry from the traditional pen, paper & visits in & to salons to bookings & purchasing online.
As witnessed, globally millennials and mobile-savvy consumers are the ones driving the shift in the beauty tech industry - capturing the attention of younger adults and, in particular, millennials can lead to a long-term market advantage for Beauty Hooked.
But capturing their attention is not easy.
Millennials are bombarded with information and connected 24/7/365. They are tech-savvy, who grew up with technology, and rely on it in their personal & professional lives. They’re constantly multi-tasking with ongoing partial attention, in a world where 140-character tweets seem lengthy.
So how do you as Beauty Hooked get them to pay attention to a technology product in a ever growing technological world?
Because their devices are so personal to them, we tread lightly with our marketing efforts. They want to interact with brands/us on our terms. Algorithms are great at knowing about them, but they have to be comfortable with us in order for us to be effective.
Reaching them requires more than posting our banner and telling them where they can find us.
If they voluntarily opt-in and ask for us to communicate with them, they expect us to use a direct, simple message that speaks their language.
So keeping these key characteristic in mind, Beauty Hooked designed an entire event in their territory with their people so that they can be reached in a more personalized manner, in a setting they’re comfortable with.
The event was planned & executed with LUMS Dramatics society so that we could spend time and work with LUMites to spread inside their communities, build bonds with them & make their lives convenient by introducing Beauty Hooked as a solution to their ever growing beauty needs.
Working on this product, we analyzed that the beauty industry in general is lacking connections with these millennials. We invited beauty industry experts – our salon partners so that they could connect with their in a more casual setting.
Technology experts were invited to witness the beauty of millennial connections & conversions in and around a new technology product.
It was for the first time ever in Pakistan that such a setting was witnessed.
Beauty Hooked is proud to be the initiators of this trend that is sure to be picked up by the beauty industry.
This is just the start.”

For the first time ever, bloggers were given recognition at an event of this level, and a massive pre-event campaign was run on Facebook, highlighting the journey of building bonds with the bloggers of Lahore. Bloggers were invited for a pre-event meetup where they were presented with gift vouchers & product freebies.

Not only the bloggers by every attendee on the event day was presented with a personalized goodie bag which had a mix of discount vouchers, free salon service vouchers, Masarrat Misbah Makeup & Toni & Guy hair products.

Overall from the campaign to execution, Beauty Hooked stunned the audience with their event.
It was a lively evening filled with music, masti, drama,  entertainment & ofcourse BEAUTY.

Entertainment Partners: LUMS Dramaline
Event Partners: Top Ventures