ISSUE:
Coyne Beauty was charged with putting the “bounce” back into startup organic hair care line, CURLS hair care, most notably their new product – Cashmere Curls.

IDEA:
The team knew that getting the “lock” on products for your “locks” was all about aligning the brand with key influencers in the industry along with setting it apart from the hair care product pack. For a niche brand like CURLS, the biggest differentiator was its organic ingredients and specificity for those with rowdy ringlets. We also sought to encourage trial of the products through giveaway. Our team stressed these tactics in our outreach to media, sending the product and arranging consumer giveaways with prominent online media. On the influencer front, the team secured a partnership with popular celebrity hair stylist and CURLS fan, Tippi Shorter, and arranged desksides with her and target long lead media outlets to launch the luxurious new Cashmere Curls along with “Tippi’s Tips,” her go-to hair secrets. Additionally, Coyne Beauty sent personalized mailers containing the CURLS line to industry elite like hair stylists and on-air beauty experts to both encourage trial on celebrity clients and consider for broadcast segments. To further get the Cashmere Curls message over the airwaves, the team strategically placed the product in a syndicated Valentine’s Day beauty segment along with an African American co-op SMT tour hosted by notable beauty experts. These tactics served to get the word out via Internet, print and broadcast mediums about “embracing your natural curl!”

IMPACT:
Media saw CURLS as the answer to stressed tresses! Top online magazine hubs like Essence.com, Seventeen.com and PeopleEnEspanol.com featured rave reviews on the product lineup while key Internet sites including iVillage.com and BeautyBlitz.com ran consumer giveaways. CURLS products also graced the pages of target ethnic media outlets Ebony and Juicy with more to come. Cashmere Curls took its hair show on the road with the Valentine’s Day beauty segment on "The Daily Buzz" reaching more than 160 cities nationwide and the African American co-op SMT tour having 166 airings to-date on the BET Network and more. Not only that, but the influencer mailing led to even more CURLS kit requests from top stylists!