KEVIN.MURPHY
TFPR was tasked with building a celebrity fan base for haircare brand KEVIN.MURPHY, with the ultimate goal of increasing industry buzz & generating consumer demand.
TFPR worked with top artist agencies and hair stylists to cultivate close relationships with editorial, film/TV set, and red-carpet stylists, resulting in the use of K.M products on celebrities. Campaign executions included award show beauty boxes, a Los Angeles stylist event, curated product seeding, and celebrity gifting. TFPR then used secured celebrity brand fans to position the company as a cult-favorite to print publications, top online outlets, bloggers and social influencers.
TFPR generated millions of impressions for celebrity coverage via press outlets and social media, including hits in Harper’s Bazaar, Women’s Health, Allure, Into the Gloss, and Vogue, to name a few.
Top celebrity stylists turned into brand ambassadors and educators, and celebrities began directly calling out the brand in interviews. K.M grew substantially during this project, both with consumers and within the industry, where celebrity stylists helped open new salon retail doors.
Over two years, TFPR helped the brand reach double-digit growth and took the products from niche favorites to highly-demanded “it” products with media and celebrities/artists alike.
key stats/highlights:-
Secured coverage for the brand in nearly every major beauty/lifestyle outlet in the US and Canada, securing stories in multiple major magazines every month including Harper’s Bazaar, People, GQ, Elle, Health, Allure, Marie Claire, Nylon, Into the Gloss, Vogue, Byrdie, Cosmopolitan
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Robust media coverage and celebrity stylist endorsements resulted in new salon retail channels, customer acquisition, and sales, leading the brand to double-digit growth two years in a row.
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w/ Allure Best of Beauty
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Sent product directly to celebrities, including: Amanda Seyfried, Emmy Rossum, Ella Henderson, Zac Efron, Justin Timberlake, Jessica Biel, Camille Belle, Matthew McConaughey, Max Greenfield, Cindy Crawford
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Managed hair artist program w/ products used on the red carpet on celebrities including Diane Kruger, Kate Bosworth, Chris Pratt, Zooey Deschanel, Ben Affleck, Eddie Redmayne, Miles Teller
Placed the product in the hair & makeup department on 200 film and TV sets
Photo Credit: kevinmurphy.com.au
