ISSUE:
Matrix asked Coyne PR to create a voluminous program to ensure product landed in the hands (and hair!) of editors and celebrities.

IDEA:
To impactfully launch two new products for the Matrix brand, Coyne PR created a platform to capitalize on the retro trend of big hair! We designed and distributed a targeted creative mailer to highlight key product attributes – a retro mini-fridge, conveying both “Big” (big hair of the 60s) and “Freeze” (exceptional hold). The usually unflappable media loved this branded refrigerator and it still remains in the personal work areas of many top beauty editors today. In addition, we leveraged a strategic brand sponsorship of the Tony Awards after-party for the Broadway hit show “Hairspray” with product displays, sampling and a branded step and repeat where stars could both sample the product and showcase their famous big hair!

IMPACT:
The outreach resulted in product coverage in top consumer beauty publications including Allure, Elle, Glamour, Good Housekeeping and InStyle. In addition, Coyne PR secured A-list celebrity photos and product trial in front of a branded step and repeat banner at the Tony Awards after-party for the Broadway show “Hairspray,” as well as inclusion of the products, information and order forms in branded swag bags.