JPMS made the decision to push the boundaries of its marketing for the launch of Paul Mitchell Curls by focusing on digital and social marketing to reach out to the growing number of curlies who consume much of their media online. “The Truth About Curls” campaign, developed by New York-based Indelible, launches with exclusive partnerships with influential online blogs and web sites, including NaturallyCurly.com.
This is the first JPMS campaign that directly engages the consumers. “The consumer is the active, driving force behind the campaign,” Cline says.
Curlies can submit a confession through the microsite to receive a Paul Mitchell Curls deluxe sample trio, which includes 0.5 fl. oz samples of Spring Loaded Detangling Shampoo, Full Circle Leave-In Treatment and Ultimate Wave Beachy Texture Cream-Gel. The microsite also features a “Curl-o-Meter” for users to obtain their “frizz forecast” in their zipcode, user polls, curl confession videos taped during the shooting of “The Truth About Curls” advertising campaign and Paul Mitchell Curls product information. Fans will also be able to ask questions on styling tips and tricks that Paul Mitchell artists will respond to on Paul Mitchell’s social media pages.
Instead of utilizing professional models for its “The Truth About Curls” advertising campaign, JPMS sought out real women and men to feature in its ads. A variety of women and men from all walks of life were shot for the campaign, including a dancer, Paul Mitchell-sponsored athletes and even students from Paul Mitchell Schools.
“No one knows curls better than curlies!” Cline says. “We made it a priority to listen to the insights and feedback that curly girls and guys gave us as we developed the products I the collection and to really understand their needs.”
Read More: 5 Tips for a Curly Hair Makeover
