What was done?

Digging into Dyson reviews, we uncovered a key insight: many users saw their hair quality decline and styles lose hold over time. So, we seized the moment and tapped into the self-care trend with a bold message — Take care of your hair with Philips SenseIQ!

We realized our audience wasn’t turning to Google for beauty tips — they were on TikTok, trusting influencers over traditional ads. With standard TikTok ads still limited in Ukraine, we built not just a brand account, but a full Philips SenseIQ ambassador community.

A community of bloggers, experts, and demo specialists came together to highlight our stylers and share trusted hair care tips:

• 17 bloggers showed the product in real life, sharing visible improvements in hair condition after using Philips SenseIQ stylers.
• 3 trichologists advised on proper hair care, what to look for when choosing devices, and broke down how SenseIQ technology protects hair from overheating and damage.
• 44 members of our demo team — each with their own TikTok blog — shared life hacks, revealed secrets of using Philips SenseIQ, and taught users how to create salon-quality hairstyles at home (after we first taught them how to blog on TikTok).

To amplify our TikTok campaign, we boosted our presence on Instagram and YouTube.

20 self-care influencers positioned Philips SenseIQ as the perfect holiday gift for women, while expert content — including a trichologist interview — highlighted the stylers’ benefits for hair health.

We didn’t just talk about the product — we showed it in action, responding to real user needs and integrating into the platform’s trends.

Results:

• 14M+ impressions on social media
• +8% in market share
• reducing competitive gap from 28% до 4%