5W executes large-scale PR activations to position It's a 10 Haircare as a brand that celebrates every person and their unique hair type.

Media Placements

Beauty Public Relations Case Studies � It's a 10 � 5WPR

Topic / Initiative

5W partnered with It's a 10 to publicize National Love Your Hair Day, a new "hair holiday" created to celebrate all hair styles, shapes and colors. The holiday was also used to publicize the brand's new Defrizzing Collection.


  • A NYC Times Square takeover, including street teams handing out 3,000 bottles of free It's a 10 Haircare Miracle Leave-In Product and a resulting "on the street" video with user testimonials
  • Media tour with It's a 10 founder, Carolyn Aronson, meeting with Marie Claire, SHAPE, O, The Oprah Magazine, Real Simple, Glamour, Latina, Women's Health, Hearst Beauty Group and more
  • Strategic one-on-one email and phone media interviews with websites and blogs like Haute Living and Beauty Style Watch
  • National influencer campaign encouraging all to share their unique looks with the hashtag #loveisinthehair (focused on organic product seeding, and the brand shared contributions from fans across their social platforms)


  • 126,716,516 media impressions and 10,192,359 social impressions
  • Short term media placements surrounding the holiday and long-term media placements following deskside media tour, including coverage in Marie Claire, O, The Oprah Magazine, Real Simple, Glamour (Beauty Award Win) and others
  • 140 Influencer mentions across Facebook, Twitter and Instagram resulting in over 10 million Influencer impressions
  • 71,760 consumer / fan impressions on social media during holiday week


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