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Priv, Tyler’s Trees deliver beauty appointments, Christmas trees via appBy
Beauty and wellness mobile application Priv is spreading the holiday spirit through a partnership with Tyler’s Trees that enables users in New York to combine their beauty appointments and Christmas tree deliveries.
A unique collaboration, the two hope to revolutionize the task of a holiday tradition to make it more convenient. As Priv’s ongoing marketing strategy channels mobile to lend ease to its users, this initiative continues those efforts while also promoting Tyler’s Trees.
“This partnership brings together what some may see as an unlikely pairing, but New Yorkers want convenience,” said Tyler Kupper, founder of Tyler’s Trees, New York. “Tyler’s Trees and Priv now provide New Yorkers with a ‘one-stop shop’ delivery service for decorating the house and receiving beauty treatments, so that you can then easily create the perfect picture for your holiday card.
“And all you need is your phone,” he said.
Doubling the reach
The campaign between Priv and Tyler’s Trees began Dec. 7 and will continue through Dec. 14.
Priv users can choose from a manicure ($175), a blow out ($180) or a make-up application ($185) upon their participation with the promotion.
“We are continuing to use our platform to make users’ lives easier in ways they don’t expect,” said Lauren Holloway, manager of content and marketing at Priv, New York. “Coordinating your Christmas tree delivery from the comfort of your home, with the ability to choose the size of your tree and even if you want it to be pre-lit, makes the experience as easy as Priving a blowout.
“The mobile booking aspect is easy as ever and adheres to the same concept of all Priv’s other services; the service comes to you on your time,” she said.
Since 2007, Tyler’s Trees has been delivering fresh Fraser Fir Christmas trees to New Yorkers’ homes. Each tree comes with a stand, skirt and free installation.
Priv, an on-demand beauty and wellness app, provides users with personal trainers, yoga instructors, masseuses, spray-training specialists, hairstylists and manicurists that all come straight to their doors for applicable services.
Priv allows users to book an appointment for as little as an hour in advance or up to 48 hours in advance and is currently available in Manhattan, Los Angeles and London.
Seizing the moment
Priv’s partnerships this year have been strategizing out-of-the-box concepts but are innovative nonetheless.
For example, Priv worked with Hot Towels, a New York barber service that travels to customers, to offer Movember-related services and is donating 50 percent of the proceeds to the Movember Foundation.
Movember, an annual event to raise awareness and funds for men’s health, supports the growing of men’s facial hair throughout the month of November. To support the maintenance of facial hair growth, Priv and Hot Towels leveraged the mobile channel to also support men’s health (see story).
Beauty brand Dove’s Dove Hair has also used Priv to bring its hair care products to New York and Los Angeles residents.
Dove is one of a few beauty brands that has gone extra lengths to build a mobile presence in its marketing efforts this year. By seeking direct partnership with Priv, Dove Hair can serve as a personal reference for consumers from any mobile device (see story).
Through its most recent innovation, Priv hopes to enable users to make more value of their time.
“Our partnership with Tyler’s Trees provides the user the chance to coordinate their Christmas tree delivery in one easy step but also creates the time to relax with one of Priv’s other services,” Ms. Holloway said. “Avoid the hassle of trudging through the snow and lugging your tree up the stairs; Priv it and get a manicure or blowout you while you’re at it.”
Caitlyn Bohannon is an editorial assistant on Mobile Commerce Daily, New York
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