Top 25 Public Relations agency

OBJECTIVE

Trusted around the world for its first-class irons and other garment appliances, Rowenta also has over 90 years of experience creating and perfecting hair tools. It's well designed and technologically advanced hair dryers and curling irons are popular across Europe. 5W was tasked with building brand credibility in the US, including introducing Rowenta hair care products to the US market, including influencers in the beauty and fashion world, and position Rowenta Beauty as a leader in the hair category.

STRATEGY

5W worked to align Rowenta's personal care products with renowned backstage stylists by implementing a "Backstage at Fashion Week" initiative during the Fall 2013 Mercedes Benz Fashion Week in New York City.

We aimed to integrate Rowenta Beauty into the shows by providing styling teams led by such stylist luminaries as Raphael Cennamo and M. Patmos, with hair tools to use to create runway models' hair looks. Members of the 5W team were on hand backstage to secure quotes about the products from stylists, models, and designers. We also secured B-roll footage for launch purposes of the lead stylists Hirofumi Kera from Shiseido and John Raymond from Aveda, as well as of designers, models and influencers. We facilitated press interviews about the hair "looks" and the styling tools used.

RESULT

The "Backstage at Fashion Week" positioned Rowenta Beauty as the premier hair styling tools brand. Rowenta's participation in the event also facilitated a "soft launch" of its product and generated media collateral before the official launch.

The initiative also built and continues to maintain relationships with designers and stylists for future opportunities. 5W was able to secure new fans in top stylists from Shiseido and Aveda, obtain great backstage footage for B-roll and still photographs for press purposes. The assets 5W garnered, including the video, photos, quotes, and sound bites, are used for marketing and sales purposes, QVC/HSN appearances, and media outreach.

Shiseido team led by Hirofumi Kera said, "We were thrilled to work with Rowenta Beauty for the M.Patmos presentation. The Infini Pro Dryer, Straight Express Iron and Versa Style Iron really helped us to achieve the look on the models. The products are amazing and the models looked amazing as a result."

Top 25 Public Relations agency

Top 25 Public Relations agency

CASE STUDIES

  • JetSmarter
    JetSmarter, the “uber” of private jets, is the mobile app that gives ...
  • Rowenta DW3
    In 2016, global garment care leader Rowenta tasked 5W with developing ...
  • Decléor Social
    As agency of record for Decléor Paris, 5W Public Relations was tasked to ...
  • KRUPS
    KRUPS is a brand dedicated to precision and technical perfection ...
  • Lagostina
    As agency of record for Lagostina in the USA, in October 2015 ...