How Philips turned salon secrets into at-home confidence

Philips has partnered with OMD Malaysia to roll out a new campaign for the Philips BLDC Hair Dryer, aiming to help modern women achieve salon-quality hair at home.

Branded “Philips salon activation” and built around the message “From salon secrets to everyday confidence”, the campaign targets women looking for professional beauty results that fit into busy routines without added complexity.

To bring the concept to life, Philips and OMD collaborated with Singapore-based salon Walking on Sunshine for an on-ground activation featuring three key opinion leaders (KOLs) – Mek Yun, Sok Ying and Elisha.

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During the event, 30 influencers (seeders) experienced live demonstrations where salon stylists styled one half of their hair, while participants completed the look themselves on the other half using the Philips BLDC Hair Dryer. The social content created by the KOLs highlighted the dryer’s key selling points and common hair challenges.

Extending beyond the salon, the campaign will feature a three-part interactive masterclass series on YouTube. Hosted by the same KOLs, the content will focus on solving specific hair problems and demonstrate how to use the Philips BLDC Hair Dryer for different hair types and styling needs.

“This campaign marks a strategic shift for us and is rooted in the understanding that today's women seek beauty that matches the pace of their lives and the depth of their identity," said Vivian Chan, digital campaign manager at Philips. 

She added, "Each pillar of content is strategically differentiated, and the team has directly addressed all these common concerns to prove that the Philips BLDC Hair Dryer is no ordinary hair dryer. More than that, it demystifies the salon and empowers women with the knowledge to confidently integrate professional hair care into their daily lives.”

To amplify reach and relatability, 70 nano-influencers will also be activated over the campaign period, showcasing diverse styling possibilities, as well as practical at-home tips and tricks.

The “Philips salon activation” runs until the end of April and is targeted at women across Malaysia seeking a more empowered, DIY approach to hair care.

On the choice of KOLs for the campaign, Wong May May, business director of OMD Malaysia told A+M that it was a strategic approach to audience and cultural resonance. "Respective KOLs bring different flavours to the brand and to audiences. Mekyun reflects the 'everyday woman', Sok Ying delivers go-to lifestyle content, and Elisha's lifestyle reflects the confident modern woman," she said. 

While the activation at Walking on Sunshine was a closed one, the campaign was guided by specific consumer insights about Malaysian women. "Many women aspire to look good, but often distrust at-home tools or fear complex routines despite its higher price points or multiple functions," she said. "The modern Malaysian woman also has a desire to feel put-together and confident within a short amount of time while balancing their careers, lifestyles, and family commitments."

"For the first time, we’ve unpacked the magic of salons with the playbook of the Philips BLDC to bring out the confidence of women. It’s a truly holistic way of addressing all these pain points, moving beyond traditional content to demonstrate actionable salon secrets that can be achieved at home," she added. 

Adding to the wave of female empowerment narratives in Malaysia’s beauty space, last month halal personal care brand SAFI rolled out a Raya campaign with MBCS built around “Biasiswa siswi SAFI”, a RM1 million scholarship initiative aimed at helping young Malaysian women pursue their ambitions.

Its brand film, “Memperindahkan versi terbaikmu” (“Beautifying the best version of you”), follows a young artist overcoming financial pressures, social expectations and self-doubt, reinforcing SAFI’s message that life is a canvas and every young woman is the artist of her own future.

Be part of #Content360 Malaysia, 13 May 2026, where creativity and community collide. Explore how AI-powered imagination, culturally resonant storytelling, and platform-savvy strategies are shaping the future of content. Gain practical insights, discover new tactics, and learn how the region’s top creators and brands are crafting campaigns that truly resonate.

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