Clairol Shine Happy

Beautiful results for Clairol Shine Happy through multi-pronged influencer campaign

cs-clairol-orig
Challenge

  • Without advertising, drive awareness of new Clairol Natural Instincts’ Shine Happy, a color-free shine enhancer, among prime target (women, aged 25-44)

Insights

  • Need to contemporize Clairol brand and go beyond “beauty” to drive influencer endorsement

Strategies

  • Multi-phased seeding campaign to key influencers – celebrities, stylists, editors, publicists:
    • Hollywood buzz: Placed products with 100 hair-obsessed celebrities and at high-profile awards shows (e.g., Oscars®, Grammys, Sundance Film Festival)
    • Influencer buzz: Seeded product with agents/publicists; key editors and media covering red carpet
    • Web buzz: Offered product sneak peek to target consumer’s favorite blogs/sites (About.com, MakeupAlley.com)
    • Media buzz: Branded SMTs, free product giveaway with Allure

Success

  • PR paved the way for Shine Happy to become the No. 1-selling new Clairol SKU for year without any traditional advertising
    • 14% aided awareness driven by PR
  • Distributed more than 3,250 boxes of product to celebrities, stylists, other key influencers
  • 250 million traditional and Web-based media impressions