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Elevating Haircare Brand’s Media Launch Via Experiential Event Storytelling


The Results

306M+Total Media Impressions

36Total Print + Online Media Placements

80+Total Social Media Mentions


As a newcomer to the increasingly saturated beauty industry, IN COMMON Beauty knew it had to be inclusive and innovative to stand out on launch day – the founders, celebrity hairstylists Nikki Lee and Riawna Capri, were eager to emphasize the line’s inclusivity (providing instant results on all hair types), better-for-you luxury formulas, unique skin care ingredient-first approach to hair care, and their extraordinary industry expertise, to launch 5 new products to media as the brand’s core offerings.


In order to accomplish the necessity of relationship building within the industry, as well as launch the new products as a part of a memorable storytelling opportunity to bring the brand’s roots to life, Covet ideated and executed a press trip wherein top tier beauty editors from New York were flown to IN COMMON Beauty’s hometown of Los Angeles for an exclusive first look and experiential weekend getaway at the eponymous Nine Zero One Salon. Covet planned and executed an exclusive media travel programme, transporting eight top-tier editors from New York and two local top-tier editors to Los Angeles to enjoy a luxurious stay at The London Hotel and one-on-one personalized product demo and hair treatments with Nikki and Riawna at Nine Zero One Salon. The trip culminated with an intimate dinner at The Eveleigh, where a total of eleven media chatted with Nikki, Riawna, and Hilary Duff, celebrity fan and Nikki’s personal client.


Through this experiential approach to PR, Covet secured immediate coverage, generating 45M+ impressions timed to launch in outlets including Allure, Refinery29, StyleCaster, Forbes, InStyle Magazine, Us Weekly Magazine and more. The event itself garnered 60+ social media mentions at the moment, averaging more than 14M+ impressions on social media alone prior to the official launch. This initial wave of traditional press and social media momentum directly converted to far-and-wide coverage in the month that followed, reaching 306M+ Total Media Impression in print, online, newsletter, and social media. The thoughtful execution of the travel programme, coupled with experiential nuisance that elevated the brand story enabled IN COMMON Beauty to be instantly solidified as the leading better-for-you haircare brand on the market for consumers and salon professionals alike.

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