2014 PR News Agency Elite Awards: Marketing to Women

5W Public Relations – Rowenta Beauty

5W PR’s work as a nationally recognized beauty PR firm runs on fresh strategies that capitalize on creativity and innovation. For Rowenta Beauty, 5W created a campaign that would ensure a successful crossover for a historically European brand to the US market. 5W was tasked with ensuring that the brand was positioned as a leader in quality hair care.

The multifaceted campaign branched into a plethora of marketing tactics. They secured notable celebrity hairstylist Josue Perez as the campaign’s spokesperson and continuously developed relevant media spots for Perez to appear in promoting Rowenta’s products. 5W’s creation “backstage at Fashion Week” did exactly what its name would suggest—stylists backstage at fall 2013’s Mercedes Benz Fashion Week in NYC were provided with samples of Rowenta’s products to use when styling the models.

For editors and major beauty influencers, Rowenta beauty was at every turn. Along with arranging desk-side meetings with top-tier editors to discuss what Rowenta products have to offer in their publications, 5W created fun and unexpected editor and blogger events like the Breakfast & Blowouts event in New York City where over 30 top editors received breakfast and makeovers using Rowenta hair tools.

5W PR and Rowenta raised the bar in its social media practices, quickly brainstorming the Rowenta Beauty “Shares the Love” campaign which gave away a grand prize package trip to NYC, and gained Rowenta Beauty 6,000 new fans on Facebook. The campaign even excelled in traditional media, landing placements in nearly every major beauty or women’s lifestyle publication, from Harper’s Bazaar to the Huffington Post. Rowenta Beauty’s Facebook fan base has increased by 280% since 5W Public Relations began its social media efforts. 5W’s creative, consumer-facing campaigns established Rowenta as a favorite among bloggers, editors and salon professionals and ensured Rowenta was positioned as a leader in quality hair care.

Honorable Mentions:

  • 451 Marketing – Mom Meet Mom Launch Campaign
  • The Bromley Group – Curvy Couture Lingerie: Innovating Your Curves
  • Nebo – LiviRae Lingerie Engages & Inspires Women
  • Powell Tate For the National Women’s Law Center – This is Personal