BeautyHooked.com is Pakistan's first of its kind online beauty services marketplace connecting women to salons and spas. BeautyHooked.com officially introduced itself this Friday at LUMS. Collaborating with LUMS Dramaline Society and two of the biggest names of the beauty industry, Redah Misbah, owner of Depilex Group and Shammal Qureshi, owner of Toni & Guy, BeautyHooked.com brought to the audience, the first ever beauty event in LUMS that included a live make over within minutes.

The theatrical performance was a house full as it was a light-hearted comedy based on students and campus life, the joys of being love struck and deli ma of encountering a heart break. It was a superb performance by the actors of LUMS Dramaline Society. The play definitely cracked up the audience number of times with well executed funny scenarios and strong punch lines. It also involved a live make over during the performance, executed by Redah Misbah and Shammal Qureshi. This was the first time both Shammal and Redah ever performed on stage live in front of the audience. My eyes were peeled on the on going makeover trying to grasp a few fast tricks of getting ready so quick.

We spoke to Co-founder & chief marking officer, Sundus Amjad and asked her why LUMS was chosen as the ground for this event, LUMinites as their target market & beauty & tech industry experts as the guests…

"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.

But capturing their attention is not easy.

Millennials are bombarded with information and connected 24/7/365. They are tech-savvy, who grew up with technology, and rely on it in their personal & professional lives. They’re constantly multi-tasking with ongoing partial attention, in a world where 140-character tweets seem lengthy.

So how do you as Beauty Hooked get them to pay attention to a technology product in a ever growing technological world?

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.

So 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 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. We invited beauty industry experts – our salon partners so that they could connect with their in a more casual setting.

Technology experts were 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.

This is just the start."