Sexy Hair
Sexy Hair, a favorite among entertainment-industry stylists, was a fast-growing hair care company pursuing stronger brand visibility, loyalty and sales. To build buzz, LANE PR introduced a fresh concept: “Caring is Sexy.” The concept celebrated the sexy potential in everyone, and a wide range of consumers and stylists could relate and aspire to a definition that considered inner beauty and selflessness. Furthermore, “Caring is Sexy” underscored Sexy Hair’s philanthropic efforts in its communities.
To rally the salon industry behind Sexy Hair and inspire a change in consumer behavior, LANE PR created and executed the America’s Sexiest Stylist campaign. The national online contest asked salon owners, stylists and clientele to consider “What is sexy?” and nominate stylists who best exemplified sexy in their salons and communities. LANE PR tied nominations to nonprofit donations and generated enthusiasm across media channels and through social media engagement. Ten finalists developed video testimonials showcasing Sexy Hair product and branding. A judging panel and online voters determined the winner.
The result? The campaign created loyal brand ambassadors nationwide who helped drive thousands to Sexyhair.com and who continue driving sales for the brand. SexyHair.com received 2.4 million visits in July during contest voting, more than doubling the previous month’s tally. The contest attracted hundreds of online essay submissions, thousands of unique online votes and a substantial increase in Facebook fans, while raising valuable funds for a selected nonprofit partner. By redefining sexy, LANE PR enabled a wider audience to identify with Sexy Hair and generate product demand.