Rowenta, one of the most trusted brands in the world for its first-class garment and hair care appliances, hired 5W Public Relations as agency of record for its comprehensive public relations campaigns. 5W's efforts on behalf of Rowenta Beauty include raising awareness of the brand, launching its line of hair tools in the US, building a network of brand ambassadors, and developing and maintaining a strategic social media campaign. While the brand has over 90 years of experience as the hair care authority in Europe, they tasked 5W with executing the launch of the full suite of hair tools in the US Market in May of 2013. 5W has created dynamic, consumer facing campaigns for the brand to position the company as the leader in quality, establish it as a favorite among salon professionals, and generate excitement among bloggers and editors.

Media Placements

Beauty Public Relations - Beauty PR - 5W PR Company

STRATEGY

1. Brand Spokesperson Josue Perez
5W was tasked to secure a notable hairstylist to serve as the spokesperson for Rowenta Beauty's new line of hair styling tools to ultimately build credibility for the brand by leveraging this figure for media opportunities which would highlight the Rowenta Beauty brand. 5W researched candidates and coordinated meetings with celebrity hairstylists in NYC to consider for this position. Ultimately, 5W sourced Josue Perez, celebrity hairstylist at Serge Normant at John Frieda NYC. Josue has a loyal celebrity following including Gwyneth Paltrow, Cameron Diaz, Sarah Jessica Parker, Stella McCartney, Katrina Bowden, Quentin Tarantino, Mark Sanchez and more. He was named one of Allure's hottest rising hairstylists for his haircuts and blowouts and his work has been seen on the pages of countless consumer magazines, weekly entertainment publications and top websites.

5W leveraged Josue Perez by consistently pitching the media to secure print and TV placements for Josue and Rowenta Beauty, and coordinated interviews and meetings with appropriate media outlets. 5W created ongoing media-worthy ideas for Josue and Rowenta Beauty and continued to utilize Josue for approved media initiatives and event opportunities for the brand.

2. Mercedes-Benz Fashion Week Campaign "Soft Launch"
To build brand credibility and introduce the products to key influencers in both beauty and fashion world, as well as position Rowenta Beauty as a leader in the hair category aligned with renowned backstage stylists, 5W implemented a "Backstage at Fashion Week" initiative, which occurred during the Fall 2013 Mercedes Benz Fashion Week in New York City. Leveraging the brand's newest innovations, 5W aimed to integrate Rowenta Beauty with unique and highly coveted shows by providing the styling teams with the hair tools to complete the looks on the models before they walked the runway. This initiative was also a tactic for securing images and sound bites or quotes of the stylists, models and designers with the tools backstage as well as securing B-roll footage for launch purposes in retail sales meetings and QVC/HSN participation. By securing a spot backstage, 5W and Rowenta were able to facilitate a "soft launch" of the product and generate media collateral before the official launch in May 2013.

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RESULTS

5W has secured a groundswell of media placements for Rowenta Beauty, all of which have featured the products and/or Josue Perez as a celebrity hairstylist and Rowenta Beauty brand ambassador. Media coverage has included Harper's Bazaar, Health, Essence, Cosmopolitan, Seventeen, Lucky.com, MarieClaire.com, InStyle.com, Redbook.com, OKMagazine.com, Huffington Post, Celebrity Hairstyles, Short Hair Styles, Real Beauty, MSN glo, and more. 5W has garnered face time through one-on-one meetings, salon appointments and events with top tier beauty editors at publications including Vogue, Allure, Marie Claire, Glamour, W, Health, Self, Cosmopolitan, MORE, Real Simple, Essence, People StyleWatch and more.

All media placements featuring Josue Perez have naturally tied in the Rowenta Beauty brand via Josue's tips, favorite product highlights, and how-to features. 5W has also continued to coordinate one-on-one appointments with top tier beauty editors to meet with Josue at Serge Normant salon and receive a complimentary styling with the Rowenta Beauty hair tools. Additionally, 5W arranged a video shoot in which Josue was featured demonstrating each of the four hair tools , to be utilized on the Rowenta website. Josue has also been present at various events throughout 2013 and 2014 in which the media was able to further forge a strong relationship with him which ultimately kept him top of mind as a resource for hair trends, how-to tips and more - leading to upcoming media placements for Josue and Rowenta Beauty.

As a result of 5W's efforts, Rowenta Beauty holds a Social Media following of 9,029 fans on Facebook, an increase of over 280% since 5W began their social media efforts on behalf of Rowenta Beauty, as well as 1, 732 followers on Twitter.

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