Hair Rehab London

Objectives

Hair extension brand Hair Rehab London appointed Avant PR in September 2014 for a full scale campaign, undertaking the agency’s National Media Campaign, Celebrity Seeding, Blogger Relations and Social Media Management services. The agency was tasked with launching Hair Rehab London’s Syn range of synthetic hair accessories, as well as continuing to build momentum for the brand’s other existing collections.

Having retained Avant PR’s services beyond the initial launch campaign, Hair Rehab London then tasked the team with launching its Salon Professional range to industry professionals and trade press in April 2015.

Strategy

To build a buzz around the launch of Hair Rehab London’s Syn range, Avant PR secured news and product features across key weekly, daily, supplement and online consumer press, alongside industry trade publications, and orchestrated an event aimed at introducing influential beauty bloggers to the range by treating them to a styling session at a top London salon.

The team used its relationships with high profile hairstylists to ensure the brand’s products were frequently used on key celebrities and in photoshoots across aspirational media, and worked with beauty press to secure ongoing coverage on news pages, in hair how-to guides and tried and tested features.

Avant PR communicated the launch of Hair Rehab London’s Salon Professional range to trade press, arranging interviews with brand founder and reality TV personality Lauren Pope, and overseeing the brand’s involvement in the Hair UK trade show.

Outcome

With Avant PR’s campaigns boosting and maintaining Hair Rehab London’s profile significantly, the brand went from a celebrity range to a major and respected player in the hair industry, boasting sell-out synthetic and human hair ranges and sought-after professional products. The brand is a firm favourite amongst beauty press, bloggers and celebrity hairstylists.

Highlights

  • Features in key consumer press including Grazia, InStyle, Marie Claire, Star and New
  • Products worn by celebrities including Little Mix, Una Foden and Lucy Watson
  • Double page spreads on Salon Professional launch in trade titles including Hair Magazine