Midori and Models Own launch bespoke promotional hair chalk

Midori melon liqueur have partnered with Models Own for a second time to create a bespoke green promotional Hair Chalk which will be available to purchase throughout the summer and will also be used to drive consumer engagement through a range of promotional activities.

The previous partnership between Midori and Models Own saw the creation of a ‘My Midori’ nail varnish set.

The bespoke hair chalk was designed to appeal to Midori’s target consumer by tapping into one of the latest beauty trends. The Hair Chalk will be added to Models Own’s new product range and will correspond with Midori’s existing brand positioning, ‘My Midori’.

The partnership officially launched in July and will be amplified with a series of activities across the UK, with Midori creating a bespoke cocktail called the ‘Midori Twist’ and a Midori Twist hairstyle – a fishtail plait designed by Blow LTD which incorporates the ‘My Midori’ Hair Chalk.

Both the ‘My Midori Twist’ cocktail and the ‘My Midori Twist Plait’ will be brought to consumers attending Newcastle Cocktail Week, London Cocktail Week and Brighton Cocktail Carnival. They will get to sample bespoke cocktails, try out the hair style and take away the new and exclusive Hair Chalk to try at home.

Nick Barker, Midori UK brand manager, commented: “Our previous partnership with Models Own to create a ‘My Midori’ nail varnish set resonated well with the Midori consumer and was a huge success. We’re looking forward to building on that success with the new and exclusive ‘My Midori’ Hair Chalk, and firmly believe it’s a product our consumers will love. With the festival season upon us and Hair Chalk becoming a growing fashion trend, this product allows Midori to become even more intrinsic to our consumer’s lifestyle.”

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