When Great Hair Goes Viral - Aurum Hair Co.
Image Credit: SALAD Studio x Ruby Goop
Client: Aurum Hair Co.
Location: Global
Services: Brand development, content production, website creative direction, social media management, PR & influencer strategy
The Brief
Aurum Hair Co. approached SALAD at a pivotal moment - preparing to launch The AirHead, the world’s first detachable roller blow-dry system.
The ambition was to build a brand that felt as innovative and premium as the product itself. This required a complete reset across visual identity, content, digital presence and communications strategy, ensuring every touchpoint worked together to position Aurum as a category-defining beauty brand.
Beyond launch, the goal was to create a scalable marketing ecosystem - one that could drive awareness, build community and convert attention into sustained growth.
Our Role
SALAD led the brand’s evolution from concept to launch, delivering a fully integrated creative and communications approach.
Through SALAD Studio, we curated a best-in-class team of Scottish creative talent to produce a cohesive and elevated content suite. This included:
Art Direction & Production - led by SALAD, shaping a premium, modern visual identity
Campaign Photography - by Donna McGowan, capturing the product in a clean, aspirational and editorial way
Social-First Video Content - by Ruby Goop, designed to educate, engage and drive platform performance
Pack Shot & Tutorial Content - ensuring clarity, usability and conversion
Alongside this, we collaborated with studio partner Sunee Studio on the creative direction, design and build of a new website - creating a digital home that reflects the quality, innovation and ambition of the brand.
Following launch, our role expanded into an ongoing retainer, covering:
- Social Media Management
- PR
- Influencer Marketing
- Brand Partnerships
The Result
The impact has been immediate. Within the first week of taking on social media management:
- 2M+ Instagram reel views (across regular and trial formats)
- +107% follower growth
- 107,000% increase in reach
- 12.5K+ engagements in 7 days
The content strategy successfully balanced education with entertainment - translating product innovation into highly shareable, platform-native content.
Early traction has positioned Aurum as one of the most exciting new entrants in the beauty space, with strong indicators for continued growth as the brand scales.
Why It Mattered
Aurum is a clear example of what happens when product, creative and strategy align.
By bringing together innovative product design, high-quality content and a cohesive communications approach, we were able to build momentum quickly and meaningfully. Not just driving visibility, but creating a foundation for long-term brand equity.
It's also a great example of how the SALAD Studio model comes to life beyond launch - not just creating the assets, but activating them in a way that drives real results.
Massive credit to the wider team and collaborators who helped build the world and to Aurum for trusting the process.
Team Credits
Photography: @_donnamcgowan
Video: @rubygoop
Hair: @sarahmccullochhair @coloursagency
Makeup: @kalawmakeup
Models: Krisha & Kayla @modelteamscotland
Studio: @broadscopestudios
Web: @suneestudio
