The Matrix hair care brand charged Coyne PR with pumping up the public’s awareness of the brand’s commitment to corporate social responsibility, while simultaneously continuing to drive consumer traffic to retail salons.
Coyne PR created a heartwarming and “hair-raising” philanthropic campaign by capitalizing on the brand’s existing relationship with Locks of Love, an international organization that provides hairpieces for children with long-term medical hair loss. The beauty team conducted “The Matrix Search for Rapunzel” contest – a search for the American with “the longest locks and biggest heart” – focused on finding charitable consumers to donate their lengthy tresses to a good cause. Through a layered media blitz, highlighting Matrix stylists, charity spokespeople and the contest winner — whose hair measured more than 4 feet long - Coyne PR was able to raise awareness for Matrix as a company with a conscience and raise the number of hair donations to Locks of Love. Each entrant was given a free haircut at their local Matrix salon to thank them for their support.
The Matrix Search for Rapunzel” campaign generated national consumer attention for Matrix’s involvement in Locks of Love. More than 700 people joined the brand by participating in the search and donating their hair to the charity. The national search captivated media and generated fairytale-worthy results, highlighted in more than 75 million impressions in beauty, health and lifestyle print and broadcast. Even “The Today Show” and “Oprah” featured live donation haircuts on-air.