Takes Over LUMS

Lahore October 30, 2015: Pakistan’s first online beauty services marketplace that connects women to Salons and Spas, introduced its platform to LUMS students this Friday. partnered up with the students of the LUMS Dramaline Society and two of the biggest names in the beauty industry, Redah Misbah, owner of Depilex Group, and Shammal Qureshi, owner of Toni & Guy, to bring to the audience the first ever beauty event in the history of LUMS.


The event was a house-full theatrical performance, with a live on-stage makeover by the experts, Redah and Shammal on stage.

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Redah Misbah

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Shamal Qureshi:

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Commenting on the event, Sahr Said, the CEO of said, “We are building Pakistan’s first online beauty service marketplace. And for the first time in Pakistan you can now search, discover, review and book beauty appointments at top salons and spas online, and get exclusive discounts on all services for online beauty bookings. We want to bring the beauty services industry online, and become trend setters in the online beauty space. Keeping with our commitment to being the first, has arranged an evening filled with many firsts.”

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This was the first time ever that an external event of this scale took place at LUMS, this was the first time Redah and Shammal performed in a skit with the actors for a live audience, this was the first time ever that top beauty experts in the industry gave a live demo to the LUMS students, and the first time ever that the crew at LUMS Dramaline society came together with and beauty industry experts to put up a tremendous performance at LUMS. The whole idea was to do a promotional event in a live interactive manner so that the audience could enjoy and have a great time.

Sundus Amjad the Co-Founder and Chief Marketing Officer  while expressing her views about the event and why LUMS was chosen as the ground for this event,  said that Luminites was the target market & beauty & tech industry experts as the guests because “Beauty Hooked is a technology product. We’re trying to shift an entire industry from the traditional pen, paper & visits in & to salons to bookings & purchasing online.” As witnessed, globally millennials and mobile-savvy consumers are the ones driving the shift in the beauty tech industry – capturing the attention of younger adults and, in particular, millennials can lead to a long-term market advantage for Beauty Hooked.

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But capturing their attention is not easy.

When asked how does Beauty Hooked get the desired paid attention as a technology product in a ever growing technological world? She answered “Because their devices are so personal to them, we tread lightly with our marketing efforts. They want to interact with brands/us on our terms. Algorithms are great at knowing about them, but they have to be comfortable with us in order for us to be effective. Reaching them requires more than posting our banner and telling them where they can find us. If they voluntarily opt-in and ask for us to communicate with them, they expect us to use a direct, simple message that speaks their language. Keeping these key characteristic in mind, Beauty Hooked designed an entire event in their territory with their people so that they can be reached in a more personalized manner, in a setting they’re comfortable with.

The event was planned & executed in association with LUMS Dramatics society so that we could spend time and work with LUMites to spread inside their communities, build bonds with them & make their lives convenient by introducing Beauty Hooked as a solution to their ever growing beauty needs. Working on this product, we analyzed that the beauty industry in general is lacking connections with these millennials. Therefore, we invited beauty industry experts – our salon partners so that they could connect with these students in a more casual setting. Technology experts were also invited to witness the beauty of millennial connections & conversions in and around a new technology product. It was for the first time ever in Pakistan that such a setting was witnessed. Beauty Hooked is proud to be the initiators of this trend that is sure to be picked up by the beauty industry”.

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For the first time ever, bloggers were given recognition at an event of this level, and a massive pre-event campaign was run on Facebook, highlighting the journey of building bonds with the bloggers of Lahore. Bloggers were invited for a pre-event meetup where they were presented with gift vouchers & product freebies. The bloggers who attended the event  were also  presented with a personalized goodie bag which had a mix of discount vouchers, free salon service vouchers, Masarrat Misbah Makeup & Toni & Guy hair products.

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Overall from the campaign to execution, Beauty Hooked stunned the audience with their event. In my opinion It was a lively evening filled with music, masti, drama,  entertainment & ofcourse BEAUTY.

Special Thanx to

Entertainment Partners: Lums Dramaline Productions 

Event Partners: Top Ventures 

For More details and pictures from the event visit:

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