This spring, haircare brand K18 is hitting the road, visiting four American cities to celebrate the launch of its new TripleBright Oxidation Defense Purple Shampoo.

The Blonde Like New Tour continues K18’s mission of bringing professional haircare experiences directly to consumers while creating highly shareable beauty moments.

As community-first beauty marketing continues to rise, brands are getting more creative in bringing experiences off the screen and onto the streets.

Stopping in Dallas, Nashville, Miami, and Los Angeles, fans will be selected through a social media contest to receive a full blonde transformation and K18REPAIR service, along with a 6-month supply of the K18 system. 

The tour pairs consumers with top stylists and showcases the science behind brighter, healthier blonde hair in real time.

Tapping its community of stylists, creators, editors, and consumers, K18 will capture results along the way with a social-first content series debuting on its channels.

Earlier this year, K18 previewed the concept with a large-scale activation at Grand Central Terminal, where red-carpet GlamBOT director Cole Walliser captured cinematic hair moments for everyday consumers. Now, with the Blonde Like New Tour, K18 is taking that energy nationwide.

Cities & Salons

• Miami’s House of Mane on 4/13
• Nashville’s Spoke & West on 4/20
• Dallas’ Salon 5014 on 4/27
• Los Angeles’ Crane by Cass Keading on 5/4

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