Insight
Verlocke is a hair extension brand, who were looking to break into the UK market.
The brief: “We have a revolutionary design of hair extensions and we want to break into the British marketplace. We want to get our product in front of top stylists as well as the trade and lifestyle media.”
Implementation
A head-turning hair and beauty PR and marketing campaign was devised which tapped into celebrity culture.
A big launch event was organised at top London nightclub, Café de Paris, to demonstrate the product. Hair stylists, retailers and the press were invited to learn how to work with the revolutionary extensions. A series of ‘transformations’ were also created.
To add a touch of glamour to the event, the sister of Girls Aloud star, Nadine Coyle, offered to model for the new brand and attend the launch party.
Following the launch a media campaign continued. Highlights included tours of London-based magazine houses, where stylists gave editors a makeover with Verlocke hair extensions.
Impact
The launch event was attended by over 100 top stylists in the capital.
Press adored the revolutionary design and a plethora of coverage followed.
Ms Coyle’s links to the celebrity world added star appeal to the campaign and her likeness to her sister was extraordinary.
Sales of hair extensions quadrupled.
The campaign also won a CIPR PRide Silver Award.
“Big thanks to Big Wave PR! The launch helped us build really great relationships with salons and the media, which will really help us build the brand and further develop sales.”
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