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Case Studies
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 Honoring Hispanic HairStylists |
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RLPR turned a key Hispanic insight – Latinas rely on their local stylists for beauty and personal advice – into a national PR campaign for national hair care brand Pantene. The agency launched the Hair Stylist that Shines in the Community effort: a national contest and in-salon initiative that sought out the best Hispanic hair stylists in the country as nominated by their clients
The program involved working with key Hispanic hair salons in New York, Los Angeles, Miami, Houston and Dallas to help distribute contest collaterals, partnering with Latina.com for a national outreach, pitching media outlets throughout the country and hosting VIP/influencer events (Pantene Nights) at salons.
The program received more than 330 entries, exceeding the 250 benchmark. Total media hits reached 195, with 108 million media impressions. La Opinion (accent over the o), Hoy, Diario la Estrella, El Heraldo News and Diario las Americas were just some of the outlets that covered the campaign.
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