London’s Waterloo station will play host to a brand activation with a difference on Tuesday (12 February), as haircare company Aussie invites commuters to enjoy a bit of sympathy on a stand based on a ladies’ toilet.
The initiative is part of a wider new campaign called "Great hair though", which is based on the concept that even if someone’s day goes wrong they can still be happy about having good hair.
Aussie, which claims it is "reclaiming the loos as the ultimate recovery spot for those disastrous moments that life throws us every day", is also taking the activation to train stations in Glasgow and Manchester.
The concept drawing features two cubicles, presumably for people to unburden their troubles, but also salon chairs and mirrors, where commuters can enjoy a hairstying session courtesy of Aussie.
Aussie is going further by not just bringing in LGBT+ collective Sink the Pink to perform a routine to cheer up commuters but also recruiting meme creator Queen of Everything to turn the public’s disaster moments into Aussie memes that will be flashed up on Waterloo station’s giant digital billboards.
The #GreatHairThough loos can be found at Glasgow Queen Street on Wednesday 20 February and Manchester Piccadilly on Thursday 28 February.