Göt2b Launches Innovative Humidity-Powered Experience for Curly-Haired Consumers in NYC

göt2b Unveils Innovative Humidity-Powered Experience for Curly-Haired Consumers in NYC

NEW YORK— In a bold move to connect with Gen Z and millennial consumers embracing their natural waves, curls, and coils, hair color and styling brand göt2b recently launched an interactive experience in Brooklyn. From July 11-14, the brand introduced a groundbreaking humidity-powered “Emergency Box” at Domino Park, designed to combat frizz during the city’s sweltering heatwave.

As humidity levels soared above 60%, the box was “unlocked,” dispensing free full-size products to help curly-haired individuals tackle frizz in real time. Guests were also invited to step into the “Frizz-Free Photo Zone,” capturing and sharing their beautiful curls.

“The idea ultimately stemmed from wanting to help solve a problem—how do we give curly-haired people the chance to tackle frizz as it happens?” explained Frank Moran, founder of The Experiential Group (TXG), the agency behind the innovative vending machine. “This is the world’s first weather-responsive emergency box, specifically designed to help curly-haired people combat frizz as soon as it starts.”

The custom machine featured a built-in meter that tracked real-time humidity levels. Once the threshold was reached, a scrolling LED ticker signaled that the box was ready to distribute products. Guests interacted with the machine by selecting their hair type—wavy, curly, or coily—and following prompts for product dispensation.

The göt2b Curled collection includes Flexible Curl Foam, Curl Defining Jelly, and Styling Cream, all aimed at helping consumers maintain their curls in humid conditions. Moran noted that developing the humidity meter was a significant challenge, requiring extensive research and development to ensure accurate real-time readings.

In addition to the pop-up at Domino Park, TXG created custom Emergency Frizz Kit influencer mailers that required recipients to “break” faux glass packaging to access the product, further emphasizing the “emergency” theme.

On July 19 and 20, göt2b continued the celebration in the Flatiron District with the “Curl House,” a vibrant 20-foot custom container wrapped in the brand’s signature colors. Visitors enjoyed complimentary freshly rolled ice cream inspired by various curl patterns, making the experience both delightful and memorable.

With this innovative approach, göt2b not only addressed a common concern for curly-haired individuals but also created a fun and engaging way for consumers to connect with the brand. As the summer heat continues, this unique initiative is sure to leave a lasting impression on the curly-haired community in New York City.