Syoss TrendWatch
Project with Russian bloggers in Tokyo

Finding trends in the fashion capitals of the world


Reinforce the image of Syoss as a brand that channels trends, a brand that is aware of the latest directions in hair styling, coloring and hair care.

In this project, it was important to step away from the austere salon image by shifting the focus to Street Style, where many new trends emerge before finding their way to catwalks and red carpets.


Three female bloggers received an invitation from Syoss to go to Japan in search of trends and inspiration.

  • Bloggers
For the project, we selected participants who were not only bloggers, but also experts in their fields: the host of "Oryol I Reshka Shopping!" Maria Ivakova, a DJ and a model Karina Istomina, and a photographer Alexandra Burimova.

  • SMM / PR
From the diversity of Tokyo districts, we selected three that each helped to reveal and develop the style and the character of the brand’s beauty ambassadors. Throughout the trip, girls were sharing their experience in social media.

  • Videos
The Syoss image video was produced based on the materials of the Tokyo trip.

There were also individual videos filmed for the participants, in which they shared their emotions and experience about the city and the style of its citizens. All videos were developed according to the branded style guidelines: condensity, quiet colors and stylish black & white shades.

Video production – CULT Production.


79 275 video views on Maria Ivakova’s page

59 750 video views on Karina Istomina’s page

44 540 video views on Alexandra Burimova’s page

All Projects