Sexy Hair

Business Strategy

A favorite among entertainment-industry stylists, Sexy Hair wanted to capture strong brand visibility, loyalty and sales among mainstream consumers. To build buzz, LANE introduced “Caring is Sexy,” a fresh, relatable concept celebrating the sexy potential in everyone.

 LANE created the America’s Sexiest Stylist campaign to rally the salon industry behind Sexy Hair and inspire change in consumer behavior. The national online contest asked salon owners, stylists and clientele to nominate stylists who best exemplified “Caring is Sexy” in their salons and communities. LANE tied nominations to nonprofit donations, generated enthusiasm across media channels and engaged social media. Ten finalists developed video testimonials showcasing Sexy Hair, and a judging panel and online voters determined a winner.

Result

LANE’s campaign created loyal brand ambassadors nationwide who helped drive website traffic and sales. SexyHair.com received 2.4 million visits in July during contest voting, more than doubling typical traffic, and thousands voted online or became Facebook fans. The contest underscored Sexy Hair’s broader philanthropic efforts while raising valuable funds and visibility for a nonprofit partner.

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