Fresha, the world’s largest beauty and wellness booking platform, has launched one of its biggest UK outdoor campaigns to date, a full London bus takeover encouraging stressed, time-poor Londoners to put themselves back on the priority list this winter.
Across the next two weeks, more than 300 “Fresharised” Routemaster buses will roll through the capital on some of London’s highest-traffic routes, from Shoreditch and Camden to Oxford Circus, Angel, Hackney, King’s Cross and the West End.
The creative, stamped with the line “Selfcare just got Fresha”, is designed to reach commuters, partygoers, Christmas shoppers, and tourists at the moments they’re most likely to need a salon or spa fix.
Why now? A London moment
The Fresha rollout lands during one of the busiest weeks for London footfall:
- November–December sees a 35% uplift in central London weekend footfall
- Tube and bus usage spikes as festive shoppers and office parties peak
- Google searches for “same-day beauty appointment” and “last-minute hair appointments” surge every year from late November
- Searches for “selfcare” hit 1.5 million last month — up 13% year-on-year, according to Google Search Data five-year trend data, showing a clear rise in people prioritising wellbeing during the festive rush
Fresha’s campaign is timed to capture those micro-moments — stuck in traffic, rushing between office drinks, running late for events — where a quick appointment solves a real problem.
TikTok’s ‘romanticise your commute’ trend fuels OOH impact
Love-of-London, aesthetic commuting and “look up from your phone” content are trending on TikTok, with more than 2.1 billion views on the #LondonCommute hashtag. Fresha expects the buses to become organically shareable as Londoners film the striking designs passing through iconic streets.
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.”
Where the buses will be seen
The “Fresharised” buses cover key routes including:
- 253
- 38
- 73
- 19
- 254
These lines run through London’s busiest beauty-booking hotspots, including the West End, Angel, Hackney, Dalston, Victoria, Soho and Camden.
A boost for salons and wellness businesses
With more than 140,000 beauty and wellness partners globally, Fresha’s winter OOH push aims to drive local discovery and repeat appointments during peak season, giving London salons and freelancers increased visibility at a make-or-break time of year.
