La Coupe Salons, Manhattan
Objective: Launch their salon haircare/styling products and publicize their salon.
Strategy: Tie their top stylists and products together via hair fashion photo collections.
Results: Editorial in ALL key consumer fashion magazines and salon industry publications.
Richard Michael/Aveda Salon, Costa Mesa, CA
Objective: Introduce Richard/his salon to consumer fashion magazines.
Strategy: Conduct an editors’ deskside tour in New York. Regular collections and releases.
Results: Vogue did an immediate article calling him , “a cut above the rest”; Sent their own photographer to shoot salon. Coverage was ongoing and he became a regular resource.
Clairol, Inc., Manhattan
Objective: Build positive relationships with salon professionals despite retail sales division.
Strategy: Formed epic national Haircolorists’ Council plus first media events with Intercoiffure.
Results: Positive, influential relationships were formed impacting company business and media. Powerful relationship building throughout the industry.
Lil ‘O’ Blossom, Newport Beach, CA
Objective: Launch a luxury baby bath/body care line on local/national level.
Strategy: Merchandised testimonials from leading pediatricians/leading hospital/national nurses association.
Results: Quoted for product credibility in news releases; exposure in top local/national media. Positioned alongside top brands in all media.
Supercuts of Los Angeles
Objective: To heighten recruitment of salon employees from beauty schools as a primary resource.
Strategy: SoCal campaign of direct personal meetings with all school owners, teachers and students on a personal level in the Southern California region. Create teacher and student award programs.
Results: 22 years of representation and continuing flow of quality employees. Recognition awards and student events brought increased higher recruitment results.
International Beauty Show (IBS), Manhattan
Objective: Achieve more consumer press coverage of country’s major salon industry event.
Strategy: Reach out to/involve leading magazine beauty editors with relevant newsworthy events. Educate editors so they can educate their readers.
Results: Produced IBS Beauty Editor Workshop at Clairol; Launched IBS Editors’ Choice Awards. Achieved coverage for IBS events throughout the USA in all major, regional, and industry trade publications.