In a bid to underscore the importance of road safety and encourage riders to prioritize helmet use, Lime introduced Australia’s inaugural “helmet hair studio” on Monday. This one-day pop-up event featured Lime’s collaboration with Edwards and Co., a renowned hair agency, which offered riders free hair styling advice, empowering them to combat helmet hair effectively. All participants also received gift bags containing essential items to ensure that helmet hair would no longer serve as an excuse for disregarding proper safety measures.
Annabel Ellis, the Marketing and Public Relations Specialist for Lime ANZ, emphasized the significance of helmet use, stating, “Wearing the helmet is the law, and you can do so while looking fabulous.”
This initiative by Lime and Edwards and Co. directly addresses concerns from nearly one in five (19%) bike and scooter riders who cite the fear of post-ride helmet hair as a deterrent. The ultimate goal of this engaging campaign is to convey that hair-related concerns should never obstruct the pursuit of safe and sustainable e-bike and e-scooter riding.
“Safety is the number one priority for us at Lime. Across the world, that’s the main focus of everything we do. We have a large market in Melbourne, and micro-mobility has proven very popular, so we want to make sure that as we grow, our riders are always at the forefront of the education and reminders around safety,” added Ellis.
The concept was originally conceived by the Lime UK team, led by Ellie Bird in London. Annabel Ellis adopted the idea and spearheaded its execution in the Australian market, partnering with Soda Communication to raise awareness and ensure that as many slots as possible were booked in advance.
Professional stylists from Edwards and Co. provided invaluable advice on how to prevent and address ‘helmet hair,’ regardless of hair length and texture. Ellis pointed out that it wasn’t just about offering free hairstyling; it also served as an educational session. Some of the key advice shared during the event included:
1. Ensure your hair is dry: Putting a helmet over wet hair is a fast track to flat, lifeless locks.
2. Invest in high-quality hair wax: Cheaper alternatives don’t hold up well when helmets are involved.
3. Use texturizing spray or dry shampoo before your ride, and opt for a ‘structured’ hairstyle, such as a braid or low bun, to maintain your ‘do’ when you reach your destination.
4. Wearing a silk head scarf under your helmet reduces friction and keeps your hair smooth and frizz-free.
Lime, founded in 2019, has been a staunch advocate for sustainability, actively working to foster a carbon-free transportation industry. The brand recently partnered with One Tree Planted to plant 20,000 trees in far North Queensland, reaffirming its commitment to a more sustainable future.
The “helmet hair studio” offered forty complimentary 30-minute appointments between 9 a.m. and 2 p.m. at Edwards and Co.’s salon in Fitzroy, courtesy of Lime. Annabel Ellis described it as a resounding success, providing an opportunity to connect with Lime’s riders and hear their stories.
