Paul Mitchell Launches “The Truth About Curls”
by Michelle Breyer on Wednesday, September 12, 2012
For all those long-time fans of products like Sculpting Foam and Foaming Pommade, John Paul Mitchell Systems has been a curl lifesaver for decades. For stylists, they have provided an invaluable tool to help their curly clients embrace their natural texture. But the company wasn’t willing to sit on its laurels and wanted to create a line of products that spoke to the curlies of the world – women who “describe their curls with sounds,” according to Robert Cromeans, the company’s flamboyant Global Artistic Director.
“While some of our Paul Mitchell products are popular with curlies, they’ve been asking for products formulated specifically for curly hair,” says Nikola Cline, Senior Director of Marketing for JPMS. “It was time for us to create a collection of products that would help people embrace their natural curl rather than fight it.”
More than 55 percent of the world has curly, wavy or coily hair, but not everyone is embracing their natural texture. The Paul MItchell Curls line is designed to provide curlies the tools they need to feel confident about their curls.
Paul Mitchell Curls was designed to be used the way curlies actually use products. Spring Loaded Detangling Shampoo™ was developed to gently clean, hydrate and detangle without any sulfates since 70 percent of curly consumers prefer sulfate-free shampoos and like to do their detangling in the shower. Because guys and girls with texture prefer using a leave-in conditioner to help tame and moisturize dry, curly locks, JPMS developed a do-it-all formula, Full Circle Leave-In Treatment™, which replenishes lost moisture, helps protect damage, and controls frizz without weighing hair down.
Twirl Around™ Crunch-Free Curl Definer features an innovative dual formula featuring a hydrating cream and smoothing gel in a beautiful swirl. With Twirl Around™, frizz will be controlled, and curls are defined and tamed without any frizz or crunchiness.
The secret weapon for creating sexy, tousled beach waves is Ultimate Wave™ Beachy Texture Cream-Gel. This humidity-resistant cream-gel adds loads of texture, and forms and separates waves for perfectly imperfect, frizz-free styles.
After extensive research, the company launched its campaign for Paul Mitchell Curls, titled “The Truth About Curls” inspired by the emotional relationship curly-haired consumers have with their hair – from the joys and the struggles, to the passion and the love they’ve all experienced with their hair.
The company 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” launches with exclusive partnerships with influential online blogs and web sites, including NaturallyCurly.com.
“During our conversations with real, curly-headed people, we were struck by the highly emotional relationship they have with their hair,” Cline says. “We heard some really honest, cathartic, touching stories about life with curls, and it inspired us to create a campaign that was driven by real people sharing their stories.”
This is the first campaign that directly engages the consumers. “The consumer is the active, driving force behind the campaign,” Cline says.
Curlies cansubmit a confessionthrough the microsite. 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.
“This campaign touches the heart and soul of the curly-headed guest,” Cromeans says. “Other curly-haired people can see themselves in these stories!”
The new Paul Mitchell Curl line can be a boon for stylists looking for new tools and added revenue.
“My clients want to learn how to work with their hair,” said Stephanie Kocielski, JPMS creative artist. “My clients are loving the new Curl line. They will buy whatever they need to make it look good.”
And if a client looks good, “they are a walking billboard for you!” Cromeans says.
“Curly-haired people are naturally drawn to other curly-haired people, and when they see great curly hair that is colored beautifully, cut to perfection and styled well, they want to know who that hairdresser is. What a great way to build a business.”