All-aboard Fresha’s self-care campaign

During December, Beauty and wellness booking platform Fresha unveiled one of its largest UK outdoor campaigns to date with a full London bus takeover. 

The campaign saw more than 300 “Fresharised” Routemaster buses run across high-traffic routes including Shoreditch, Camden, Oxford Circus, Angel, Hackney, King's Cross and the West End.

Branded with the line “Selfcare just got Fresha”, the campaign was designed to reach commuters, partygoers, shoppers and tourists during the festive rush, when demand for same-day and last-minute appointments peaks.

Timed with rising searches for “selfcare,” the initiative tapped into TikTok's #LondonCommute trend, making the striking buses highly shareable. 

James Hayward-Browne, Head of Brand & Content Marketing at Fresha, says:

“Our goal was simple: to meet people where they are. December in London is busy and can feel overwhelming with office parties, Christmas prep, winter skin and hair flare-ups and everything in between. These buses are a reminder that self-care can happen at any time, not just once the new year begins. Whether someone needs a quick reset during their lunch break, a blow-dry before an event, or a pre-flight manicure before heading home for the holidays, Fresha makes it easy to prioritise yourself whenever you need it.”